Table 8. Conclusions, theoretical and...

Table 8.

Conclusions, theoretical and managerial implications

Conclusions	Theoretical and managerial implications
• Smart speakers can be a valuable channel to spread brand communication via advertising messages • Consumers are willing to accept ad messages if they are useful • Consumers are willing to accept ad messages via smart speakers if the ad is entertaining and the ad has relevance to them	• Consider increasing the ease of use and functionality of the ad to increase smart speaker usefulness • Make sure ads are relevant to the user to increase hedonic motivation, which will lead to smart device acceptance • Be transparent on privacy risks because of its negative effect on smart speaker perceived usefulness • Managers should keep the interaction of smart devices with the consumers as easy as possible, despite the increasing complexity of services available • Managers should design interactive content that allows the user to search for more information about the product • Managers should create ads that appeal to the specific needs and behaviors of consumers

Conclusions	Theoretical and managerial implications
• Smart speakers can be a valuable channel to spread brand communication via advertising messages• Consumers are willing to accept ad messages if they are useful• Consumers are willing to accept ad messages via smart speakers if the ad is entertaining and the ad has relevance to them	• Consider increasing the ease of use and functionality of the ad to increase smart speaker usefulness• Make sure ads are relevant to the user to increase hedonic motivation, which will lead to smart device acceptance• Be transparent on privacy risks because of its negative effect on smart speaker perceived usefulness• Managers should keep the interaction of smart devices with the consumers as easy as possible, despite the increasing complexity of services available• Managers should design interactive content that allows the user to search for more information about the product• Managers should create ads that appeal to the specific needs and behaviors of consumers

Conclusions

Theoretical and managerial implications

• Smart speakers can be a valuable channel to spread brand communication via advertising messages• Consumers are willing to accept ad messages if they are useful• Consumers are willing to accept ad messages via smart speakers if the ad is entertaining and the ad has relevance to them

• Consider increasing the ease of use and functionality of the ad to increase smart speaker usefulness• Make sure ads are relevant to the user to increase hedonic motivation, which will lead to smart device acceptance• Be transparent on privacy risks because of its negative effect on smart speaker perceived usefulness• Managers should keep the interaction of smart devices with the consumers as easy as possible, despite the increasing complexity of services available• Managers should design interactive content that allows the user to search for more information about the product• Managers should create ads that appeal to the specific needs and behaviors of consumers

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