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Is persuasion in the eye of the beholder?: a study on the use of persuasive technology and its effect

2023-11Book part Restricted access
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dc.contributor.authorMendes, Thomas Rui
dc.contributor.authorAntunes, Ana Cristina
dc.date.accessioned2024-01-04T10:13:05Z
dc.date.available2024-01-04T10:13:05Z
dc.date.issued2023-11
dc.description.abstractDigital marketing is being revolutionized by technological advancements in many fields, such as artificial intelligence and persuasive technologies. Persuasive technology still generates disagreements, both on the marketer side, by setting up a persuasive system, and on the consumer side, who is responsible for accepting and instilling persuasive initiatives. This chapter presents a case study, which focuses on a Portuguese sports betting application – Placard. Our aim is to examine Placard gamblers’ behaviors, attitudes, and preferences and how their user experience is influenced by the persuasive technologies embedded in this mobile app. The main results allowed us to conclude that, no matter how much persuasive technology is idealized, programmed, and designed to change a certain behavior, attitude, or belief, it will always depend on the user, as well as on the different factors that influence their decision. The persuasive sports betting platform itself also needs to provide a better user experience to trigger less resistance. These results are discussed for the benefit of future digital marketing strategies and tactics withing online gambling.en
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMendes, T.R. & Antunes, A.C. (2023). Is persuasion in the eye of the beholder?: A study on the use of persuasive technology and its effect. In S.Teixeira, & J. Remondes (eds), The use of Artificial Intelligence in digital marketing: Competitive strategies and tactics (pp. 142-165), IGI Global.pt_PT
dc.identifier.doi10.4018/978-1-6684-9324-3.ch006pt_PT
dc.identifier.isbn9781668493243 (print)
dc.identifier.isbn9781668493267 (online)
dc.identifier.urihttp://hdl.handle.net/10400.21/16758
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIGI Globalpt_PT
dc.relation.publisherversionhttps://www.igi-global.com/chapter/is-persuasion-in-the-eye-of-the-beholder/333961pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectPersuasive technologyen
dc.subjectCaptologyen
dc.subjectMobile appsen
dc.subjectSports bettingen
dc.subjectTecnologia persuasivapt_PT
dc.subjectCaptologiapt_PT
dc.subjectAplicações móveispt_PT
dc.subjectApostas desportivaspt_PT
dc.titleIs persuasion in the eye of the beholder?: a study on the use of persuasive technology and its effectpt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.conferencePlaceHershey, PA, USApt_PT
oaire.citation.endPage165pt_PT
oaire.citation.startPage142pt_PT
oaire.citation.titleThe use of Artificial Intelligence in digital marketing: competitive strategies and tacticspt_PT
person.familyNameCoelho Antunes
person.givenNameAna Cristina
person.identifier.ciencia-id2D13-2F76-689F
person.identifier.orcid0000-0001-8983-2062
rcaap.rightsclosedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublicationeb47adf1-2379-4d68-9a38-d2d9a19059b9
relation.isAuthorOfPublication.latestForDiscoveryeb47adf1-2379-4d68-9a38-d2d9a19059b9

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