Analysis of reasons for remarketingtool rejection
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Universidade Federal de Minas Gerais
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Artigo de periódico
Título alternativo
Análises dos motivos da rejeição da ferramenta remarketing
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Membros da banca
Resumo
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.
Abstract
Assunto
Marketing, Administração
Palavras-chave
Behavior segmentation, Remarketing, Advertising evasion
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Endereço externo
http://https://periodicos.uninove.br/remark/article/view/14616