Análises dos motivos da rejeição da ferramenta Remarketing

Juliana Maria Magalhães Christino; Erico Aurelio Abreu Cardozo; Bernardo Garretto Cerqueira Silva; Thais Santos Silva

doi:10.5585/remark.v19i3.14616

Authors

Juliana Maria Magalhães Christino Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil. https://orcid.org/0000-0003-0186-9704
Erico Aurelio Abreu Cardozo Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil. https://orcid.org/0000-0002-5100-5464
Bernardo Garretto Cerqueira Silva Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil. https://orcid.org/0000-0001-6399-8013
Thais Santos Silva Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil. https://orcid.org/0000-0001-7927-495X

DOI:

https://doi.org/10.5585/remark.v19i3.14616

Keywords:

Behavior segmentation, Remarketing, Advertising evasion.

Abstract

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.

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Author Biographies

Juliana Maria Magalhães Christino, Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil.

Adjunct Professor of the Department of Administrative Sciences, Faculty of Economic Sciences, Federal University of Minas Gerais - Brazil. She has experience in the area of Administration, with emphasis on Marketing, working mainly in the following subjects: Consumer Behavior and new technologies adoption. She also has managerial experience working in companies such as Telecom Italia and Coca-Cola. Dr Christinol’s earlier work can be found in Journal of Retailing and Consumer Services, International Journal of Business Information Systems and Journal of Promotion Management.

Erico Aurelio Abreu Cardozo, Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil.

He holds a MsC in Business management from the Federal University of Espirito Santo – (UFES), in 2015; and is a PhD Candidate in Logistics and Supply Chain Management from the Federal University of Minas Gerais – UFMG

His research and teaching focus is supply chain management, business analytics and Consumer Behaviour. He publishes in peer-reviewed journals and serves as a reviewer for a several journals.

Teacher of the Department of Administrative Sciences.

Bernardo Garretto Cerqueira Silva, Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil.

Federal University of Minas Gerais – UFMG.

He has a degree in administration (2018) from the Federal University of Minas Gerais - UFMG, Faculty of Economics Sciences.

Graduate in Administration.

Thais Santos Silva, Federal University of Minas Gerais – UFMG. Belo Horizonte, Minas Gerais – Brazil.

Federal University of Minas Gerais – UFMG.

She has a degree in Graduate Program in Administration. (2018) from the Federal University of Minas Gerais – UFMG.

Master's degree (2018).

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