Is it only about Partners and Servants? A qualitative study about positive Smart Speaker social roles

The smart speaker market is growing. Previous literature has shown that interacting with objects that are characterised by human-like characteristics lead users to assign specific social roles to smart speakers. However, this literature has only focused on two positive social roles: partner and servant. Taking a cue from consumerbrand relationship literature, we claim that new smart speaker roles might exist and need to be investigated. From a qualitative analysis of 85 customer reviews of Amazon Echo, three social roles emerged: Partner, Servant, and Affectionate caregiver. The features of these roles and the implications are discussed in the result section.