Non-dyadic human–robot interactions and online brand communities

Abstract

Purpose This research investigates and conceptualizes non-dyadic human–robot interactions (HRI). Design/methodology/approach The authors conducted a netnographic study of the Facebook group called “iRobot – Roomba,” an online brand community dedicated to Roomba vacuums. Their data analysis employed an abductive approach, which extended the grounded theory method. Findings Dyadic portrayals of human–robot interactions can be expanded to consider other actants that are relevant to the consumption experiences of consumer robots. Not only humans but also nonhumans, such as an online brand community, have a meaningful role to play in shaping interactions between humans and robots. Research limitations/implications The present study moves theoretical discussions on HRI from the individual level grounded in a purely psychological approach to a more collective and sociocultural approach. Practical implications If managers do not have a proper assessment of human–robot interactions that considers different actants and their role in the socio-technical arrangement, they will find it more challenging to design and suggest new consumption experiences. Originality/value Unlike most previous marketing and consumer research on human–robot interactions, we show that different actants exert agency in different ways, at different times and with different socio-technical arrangements.