Trente

Trente

Résultats (Hmong) 1:

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Résultats (Hmong) 2:

1) Mobile phones are a highly personal medium in a marketing context .
Through phone calls, SMS services and chat applications, users connect and communicate with friends, colleagues and family.
The personal nature of mobile devices makes advertising in these chat applications potentially more intrusive than advertising via other channels and media.
2) As chatbot advertising is a recent advertising phenomenon, it is assumable that not all Facebook users are familiar with the passive consent that is given to chatbot advertising after first contact with the chatbot.
The lack of explicit consent to chatbot advertising, may lead to feelings of intrusiveness .
3) Chatbot advertising typically refers to the initial chatbot conversation, by of- fering complementary products or suggestions .
The use of personal information in advertising is related to higher levels of perceived intrusiveness.
4) Lastly, the use of interruptive push messaging format was found to trigger perceived intrusiveness .
As the sudden ap- pearance diverts the user's attention and interferes with cognitive processes.
To our knowledge, no earlier studies have been carried out on the perceived intrusiveness of this novel form of chatbot advertising (i.e. chatbot-initiated marketing messages that refer to the initial conversation to offer complementary products).