Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Advertising acceptance via smart speakers

Advertising acceptance via smart speakers 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/approachA 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.FindingsThe 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/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Spanish Journal of Marketing - ESIC Emerald Publishing

Advertising acceptance via smart speakers

Advertising acceptance via smart speakers

Spanish Journal of Marketing - ESIC , Volume 26 (3): 23 – Dec 13, 2022

Abstract

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/approachA 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.FindingsThe 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/valueThis 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.

Loading next page...
 
/lp/emerald-publishing/advertising-acceptance-via-smart-speakers-q9ZaDxJD35

References (85)

Publisher
Emerald Publishing
Copyright
© João Guerreiro, Sandra Maria Correia Loureiro and Carolina Ribeiro.
ISSN
2444-9709
DOI
10.1108/sjme-02-2022-0028
Publisher site
See Article on Publisher Site

Abstract

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/approachA 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.FindingsThe 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/valueThis 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.

Journal

Spanish Journal of Marketing - ESICEmerald Publishing

Published: Dec 13, 2022

Keywords: Marketing communications; Artificial intelligence; Smart speakers; Advertising acceptance; Virtual assistants; Comunicaciones de marketing; Aceptación de la publicidad; Inteligencia artificial; Altavoces inteligentes; Asistente virtual; 营销传播; 广告接受度; 人工智能; 智能音箱; 虚拟助理

There are no references for this article.