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Author(s): Guerreiro, J.
Loureiro, S. M. C.
Ribeiro, C.
Date: 2022
Title: Advertising acceptance via smart speakers
Journal title: Spanish Journal of Marketing - ESIC
Volume: 26
Number: 3
Pages: 286 - 308
Reference: Guerreiro, J., Loureiro, S. M. C., & Ribeiro, C. (2022). Advertising acceptance via smart speakers. Spanish Journal of Marketing - ESIC, 26(3), 286-308.
ISSN: 2444-9695
DOI (Digital Object Identifier): 10.1108/SJME-02-2022-0028
Keywords: Marketing communications
Artificial intelligence
Smart speakers
Advertising acceptance
Virtual assistants
Abstract: 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.
Peerreviewed: yes
Access type: Open Access
Appears in Collections:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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