Analysis of reasons for Remarketing tool rejection

• Autor(a) principal: Christino, Juliana Maria Magalhães
• Data de Publicação: 2020
• Outros Autores: Cardozo, Erico Aurelio Abreu, Silva, Bernardo Garretto Cerqueira, Silva, Thais Santos
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/14616
• topic: Behavior segmentation; Remarketing; Advertising evasion.; Segmentação comportamental; Remarketing; Evasão de publicidade; Dados de navegação

Objective: This study aimed to analyze the reasons that lead consumers to reject the tool for collecting and using navigation data called remarketing.Method: This article presented a pluralistic approach through an exploratory and conclusive descriptive stage, based on three theoretical models of rejection to advertising, men and women answered questions related to their perception about the use of navigation data and remarketing.Originality: For the first time, the synthesis of the models developed by Cho; Cheon (2004), Kelly; Kerr; Drennan (2010) and Yaakop (2013) was empirically tested to analyze the possibility of consumer rejection of a relatively new type of advertising, remarketing.Results: The results showed great explanatory power - 85%, with the constructs Disorder, Relevance, Invasion and Credibility being the main predictors of rejection behavior.Contributions: Due to the lack of empirical work on the subject in the Brazilian context, and the increasing possibilities of using navigation data, this study deepens the existing knowledge and provides empirical support for subsequent studies.