Análises dos motivos da rejeição da ferramenta Remarketing
DOI:
https://doi.org/10.5585/remark.v19i3.14616Palavras-chave:
Segmentação comportamental, Remarketing, Evasão de publicidade, Dados de navegação,Resumo
Objetivo: O objetivo deste estudo foi analisar os motivos que suscitam a rejeição dos consumidores à ferramenta de coleta e uso de dados de navegação denominada remarketing.
Método: Este artigo apresentou uma abordagem pluralística por meio de etapa exploratória e etapa conclusivo descritiva, baseada em três modelos teóricos de rejeição a publicidade. Homens e mulheres responderam a perguntas relacionadas a sua percepção sobre o uso de dados de navegação e o remarketing.
Originalidade: Pela primeira vez, foi testado empiricamente a síntese dos modelos desenvolvidos por Cho; Cheon (2004), Kelly; Kerr; Drennan (2010) e Yaakop (2013) para analisar a possibilidade de rejeição dos consumidores com relação a um tipo relativamente novo de propaganda, o remarketing.
Resultados: Os resultados apontaram um grande poder explicativo - 85%, sendo os constructos Desordem, Relevância, Invasão e Credibilidade os principais preditores do comportamento de rejeição.
Contribuições: Devido a carência de trabalhos empíricos que versem sobre o assunto no contexto brasileiro, e as crescentes possibilidades de utilização de dados de navegação o presente estudo aprofunda os conhecimentos existente e dá suporte empírico para estudos subsequentes.
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