Advertising acceptance via smart speakers

Detalhes bibliográficos
Autor(a) principal: Guerreiro, J.
Data de Publicação: 2022
Outros Autores: Loureiro, S. M. C., Ribeiro, C.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/26872
Resumo: Purpose: The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers. Design/methodology/approach: A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results. Findings: The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness. Originality/value: This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.
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spelling Advertising acceptance via smart speakersMarketing communicationsArtificial intelligenceSmart speakersAdvertising acceptanceVirtual assistantsPurpose: The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers. Design/methodology/approach: A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results. Findings: The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness. Originality/value: This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.Emerald2022-12-28T17:25:37Z2022-01-01T00:00:00Z20222022-12-28T17:24:48Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/26872eng2444-969510.1108/SJME-02-2022-0028Guerreiro, J.Loureiro, S. M. C.Ribeiro, C.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:45:12Zoai:repositorio.iscte-iul.pt:10071/26872Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:21:32.720093Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Advertising acceptance via smart speakers
title Advertising acceptance via smart speakers
spellingShingle Advertising acceptance via smart speakers
Guerreiro, J.
Marketing communications
Artificial intelligence
Smart speakers
Advertising acceptance
Virtual assistants
title_short Advertising acceptance via smart speakers
title_full Advertising acceptance via smart speakers
title_fullStr Advertising acceptance via smart speakers
title_full_unstemmed Advertising acceptance via smart speakers
title_sort Advertising acceptance via smart speakers
author Guerreiro, J.
author_facet Guerreiro, J.
Loureiro, S. M. C.
Ribeiro, C.
author_role author
author2 Loureiro, S. M. C.
Ribeiro, C.
author2_role author
author
dc.contributor.author.fl_str_mv Guerreiro, J.
Loureiro, S. M. C.
Ribeiro, C.
dc.subject.por.fl_str_mv Marketing communications
Artificial intelligence
Smart speakers
Advertising acceptance
Virtual assistants
topic Marketing communications
Artificial intelligence
Smart speakers
Advertising acceptance
Virtual assistants
description Purpose: The influence of technology on marketing communications is rising in both applications and value created. Artificial intelligence (AI) and, as a result, smart speakers are benefiting both brands and customers at many levels. In particular, AI opens up the possibility to establish human-like dialogs with customers and to advertise brands in a new and engaging way. Therefore, the purpose of this paper is to understand why and how consumers would accept receiving advertising (ad) via AI-enabled devices such as smart speakers. Design/methodology/approach: A total of 326 individuals participated in a study that explored the factors influencing ad acceptance in smart devices. A partial least squares-structural equation model technique was used to validate the results. Findings: The findings show that customer acceptance of ads via smart assistants is influenced by smart assistant usefulness and hedonic motivations. However, privacy risk moderates the relationship between smart speaker ease of use and smart speaker usefulness. Originality/value: This paper explores the main drivers of ad acceptance via smart speakers and goes beyond the existing knowledge of smart speaker acceptance to further explore how this can become an important channel for brands to communicate.
publishDate 2022
dc.date.none.fl_str_mv 2022-12-28T17:25:37Z
2022-01-01T00:00:00Z
2022
2022-12-28T17:24:48Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
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url http://hdl.handle.net/10071/26872
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2444-9695
10.1108/SJME-02-2022-0028
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dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
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