Advertising acceptance via smart speakers

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-10-28 DOI:10.1108/sjme-02-2022-0028

J. Guerreiro, S. Loureiro, Carolina Ribeiro

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引用次数: 1

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.

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通过智能音箱接受广告

技术对营销传播的影响在应用和价值创造两方面都在上升。因此，人工智能(AI)和智能音箱在许多层面上都使品牌和客户受益。特别是，人工智能开启了与客户建立类似人类对话的可能性，并以一种新的、引人入胜的方式为品牌做广告。因此，本文的目的是了解消费者为什么以及如何接受通过智能扬声器等支持ai的设备接收广告(ad)。设计/方法/方法共有326人参与了一项研究，探讨了智能设备中影响广告接受度的因素。采用偏最小二乘-结构方程模型技术对结果进行了验证。研究结果表明，消费者对智能助手广告的接受程度受到智能助手实用性和享乐动机的影响。然而，隐私风险调节了智能音箱易用性和智能音箱实用性之间的关系。原创性/价值本文探讨了智能音箱广告接受度的主要驱动因素，并超越了智能音箱接受度的现有知识，进一步探讨了它如何成为品牌沟通的重要渠道。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.