The role of emotions in the adoption and use of programmatic advertising by organizations
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Published
29-07-2026
Paloma Fuentes-Santos
Eleni Papaoikonomou
Javier Bustos Díaz
https://orcid.org/0000-0003-2148-2195
Eleni Papaoikonomou
Javier Bustos Díaz
Abstract
This paper focuses on the role of emotions in innovation adoption within organizations. Rather than adopting the traditionally individualistic lens through which emotions have often been examined, this study explores emotions as part of the organizational context in which they emerge. Programmatic advertising is used as a specific case of marketing innovation to examine the underlying process of its adoption or non-adoption by digital marketing experts. Based on fifteen in-depth, semi-structured qualitative interviews with digital marketing managers, we aim to understand how emotions may influence the adoption or rejection of innovations such as programmatic advertising within organizations. Prior to the fieldwork, a literature review was conducted on both programmatic advertising and the relationship between emotions and innovation adoption. Our findings reveal a range of discrete emotions, both positive and predominantly negative, directed towards different targets. Some results confirm previous research on the functional and psychological factors that affect the adoption or rejection of innovations. However, one of the main contributions of this paper is that, unlike previous studies that adopt an individualistic lens to examine emotions, we explore them as the outcome of collective dynamics related to organizational culture, cultural norms concerning innovation adoption, risk-taking, and implicit career consequences. The study also provides further empirical insights into how cultural perceptions of certain controversial innovations affect the activation and expression of emotions. Managerial implications and future research avenues are also discussed.
How to Cite
Fuentes-Santos, P., Papaoikonomou, E., & Bustos Díaz, J. (2026). The role of emotions in the adoption and use of programmatic advertising by organizations. Cuadernos De Gestión, 26(2), 23–37. https://doi.org/10.5295/cdg.252444jb
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Keywords
Programmatic advertising, Qualitative research, Emotions, Innovation adoption, Organizational culture, Controversy
References
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Campbell, C. (2023). Navigating the rapid currents of advertising: A roadmap for researchers. Journal of Advertising Research, 63(4), 310-312. https://doi.org/10.2501/JAR-2023-028
Campbell, C., Plangger, K., Sands, S., Kietzmann, J., & Bates, K. (2022). How deepfakes and artificial intelligence could reshape the advertising industry: The coming reality of AI fakes and their potential impact on consumer behavior. Journal of Advertising Research, 62(3), 241-251. https://doi.org/10.2501/JAR-2022-017
Carrillo-Durán, M.-V., & Rodríguez-Silgado, A. (2018). El ecosistema programático: La nueva publicidad digital que conecta datos con personas. El Profesional de la Información, 27(1), 195-201. https://doi.org/10.3145/epi.2018.ene.18
Castro, C. A., Zambaldi, F., & Ponchio, M. C. (2020). Cognitive and emotional resistance to innovations: Concept and measurement. Journal of Product & Brand Management, 29(4), 441-455. https://doi.org/10.1108/JPBM-10-2018-2092
Chen, G., Xie, P., Dong, J., & Wang, T. (2019). Understanding programmatic creative: The role of AI. Journal of Advertising, 48(4), 347-355. https://doi.org/10.1080/00913367.2019.1654421
Chiu, W., Oh, G. E., & Cho, H. (2021). Factors influencing consumers’ adoption of wearable technology: A systematic review and meta-analysis. International Journal of Information Technology & Decision Making, 20(3), 933-958. https://doi.org/10.1142/S0219622021500206
Choi, J. N., Sung, S. Y., Lee, K., & Cho, D. S. (2011). Balancing cognition and emotion: Innovation implementation as a function of cognitive appraisal and emotional reactions toward innovation. Journal of Organizational Behavior, 32(1), 107-124. https://doi.org/10.1002/job.684
Cieslak, V., & Valor, C. (2025). Moving beyond conventional resistance and resistors: An integrative review of employee resistance to digital transformation. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2024.2442550
Ciuchita, R., Gummerus, J. K., Holmlund, M., & Linhart, E. L. (2023). Programmatic advertising in online retailing: Consumer per-ceptions and future avenues. Journal of Service Management, 34(2), 231-255. https://doi.org/10.1108/JOSM-06-2021-0238
Claudy, M. C., Garcia, R., & O’Driscoll, A. (2015). Consumer resistance to innovation: A behavioral reasoning perspective. Journal of the Academy of Marketing Science, 43(4), 528-544. https://doi.org/10.1007/s11747-014-0399-0
Clore, G. L., Wyer, R. S., Dienes, B., Gasper, K., Gohm, C., & Isbell, L. (2001). Affective feelings as feedback: Some cognitive conse-quences. In L. L. Martin & G. L. Clore (Eds.), Mood and social cognition: Contrasting theories. Lawrence Erlbaum Associates.
Cooper, D. A., Yalcin, T., Nistor, C., Macrini, M., & Pehlivan, E. (2023). Privacy considerations for online advertising: A stakeholder’s perspective to programmatic advertising. Journal of Consumer Marketing, 40(2), 235-247. https://doi.org/10.1108/JCM-04-2021-4577
Cozzolino, A., Corbo, L., & Aversa, P. (2021). Digital platform-based ecosystems: The evolution of collaboration and competition between incumbent producers and entrant platforms. Journal of Business Research, 126, 385-400. https://doi.org/10.1016/j.jbusres.2020.12.058
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Fang, S., & Zhang, L. (2021). Adoption of green innovations in project-based firms: An integrating view of cognitive and emotional framing. Journal of Environmental Management, 279, 111612. https://doi.org/10.1016/j.jenvman.2020.111612
Fernández-Rovira, C., Valdés, J. Á., Molleví, G., & Nicolas-Sans, R. (2021). The digital transformation of business: Towards the datafication of the relationship with customers. Technological Forecasting and Social Change, 162, 120339. https://doi.org/10.1016/j.techfore.2020.120339
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Ford, J., Jain, V., Wadhwani, K., & Gupta, D. G. (2023). AI advertising: An overview and guidelines. Journal of Business Research, 166, 114124. https://doi.org/10.1016/j.jbusres.2023.114124
Gambarotto, F., & Cammozzo, A. (2010). Dreams of silence: Employee voice and innovation in a public sector community of prac-tice. Innovation, 12(2), 166-179. https://doi.org/10.5172/impp.12.2.166
Gaudine, A., & Thorne, L. (2001). Emotion and ethical decision-making in organizations. Journal of Business Ethics, 31, 175-187. https://doi.org/10.1023/A:1010711413444
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