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Export Reference (APA) 
Guerreiro, J., Loureiro, S. M. C. & Ribeiro, C. (2022). Advertising acceptance via smart speakers. Spanish Journal of Marketing - ESIC. 26 (3), 286-308
Export Reference (IEEE) 
J. R. Guerreiro et al.,  "Advertising acceptance via smart speakers", in Spanish Journal of Marketing - ESIC, vol. 26, no. 3, pp. 286-308, 2022
Export BibTeX 
@article{guerreiro2022_1716130944595,
	author = "Guerreiro, J. and Loureiro, S. M. C. and Ribeiro, C.",
	title = "Advertising acceptance via smart speakers",
	journal = "Spanish Journal of Marketing - ESIC",
	year = "2022",
	volume = "26",
	number = "3",
	doi = "10.1108/SJME-02-2022-0028",
	pages = "286-308",
	url = "https://www.emerald.com/insight/content/doi/10.1108/SJME-02-2022-0028/full/html"
}
Export RIS 
TY  - JOUR
TI  - Advertising acceptance via smart speakers
T2  - Spanish Journal of Marketing - ESIC
VL  - 26
IS  - 3
AU  - Guerreiro, J.
AU  - Loureiro, S. M. C.
AU  - Ribeiro, C.
PY  - 2022
SP  - 286-308
SN  - 2444-9695
DO  - 10.1108/SJME-02-2022-0028
UR  - https://www.emerald.com/insight/content/doi/10.1108/SJME-02-2022-0028/full/html
AB  - 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. 
ER  -