Consumers' Attitude Towards Mobile Advertising PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Consumers' Attitude Towards Mobile Advertising PDF full book. Access full book title Consumers' Attitude Towards Mobile Advertising by Man-ting Mandy Wong. Download full books in PDF and EPUB format.
Author: Man-ting Mandy Wong
Publisher:
ISBN:
Category : Cell phone advertising
Languages : en
Pages : 526
Get Book Here
Book Description
Author: Man-ting Mandy Wong
Publisher:
ISBN:
Category : Cell phone advertising
Languages : en
Pages : 526
Get Book Here
Book Description
Author: Jong Hyuok Jung
Publisher:
ISBN:
Category :
Languages : en
Pages : 236
Get Book Here
Book Description
The primary objective of this study is to provide a comprehensive understanding of consumers' acceptance of mobile advertising. Specifically, this research explored how the persuasive communication process works via mobile advertising. In order to accomplish this research objective, the relationships among various factors identified from earlier studies were tested. Based on previous literature regarding consumer attitudes, media use, and innovation adoption, a conceptual framework was developed to understand consumer acceptance of mobile advertising. For this reason, the current study employed an online survey with 514 online participants. The results suggest that consumers' attitudes toward mobile advertising are closely related with all three factors used in this study (e.g., mobile device, message, consumer factors). Furthermore, consumers' attitudes toward mobile advertising are strongly influenced by message factors (e.g. entertainment, credibility, irritation, message interactivity) and consumer factors (e.g. social influence, compatibility). Thus, careful considerations in message strategy and thoughtful consumer research are needed to increase the effectiveness of mobile advertising. Additionally, the sizable and significant impact of consumer attitude on behavioral intention further supports findings from previous research.
Author: Ravindra Reddy Tamidela
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659397769
Category :
Languages : en
Pages : 364
Get Book Here
Book Description
The rapid increase in the usage of mobile phones and other mobile devices by Indian consumers has created a new channel for marketing. In India there are over 893 million mobile subscribes and the number is rapidly increasing day by day. This has paved the way for many companies of goods and services in the country to do their sales promotions through the mobile phone platform. SMS marketing is one of the most popular forms of mobile marketing. Mobile Advertising is particularly attractive in India since the personal computers ownership remains low, which creates the need for an alternative interactive medium. The present research investigates consumer's attitude towards mobile advertising and factors affecting consumers' attitude towards SMS based advertisements and users actual behaviour. The results of the research revealed that the attitude of the consumers towards SMS advertising are reflected in terms of privacy, irritation (angry), Prior permission, location based, trust on advertisers, operating knowledge and consumer preferences. The research was conducted with a suitable sample sized study about the changing attitude and behaviour of the Mobile users or consumers.
Author: Su Yee Sea
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 222
Get Book Here
Book Description
Author: Shelly Rodgers
Publisher: Taylor & Francis
ISBN: 1317225465
Category : Business & Economics
Languages : en
Pages : 466
Get Book Here
Book Description
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Author: Enes Emre Başar
Publisher: Cambridge Scholars Publishing
ISBN: 1527515516
Category : Business & Economics
Languages : en
Pages : 251
Get Book Here
Book Description
This collection of essays is dedicated to reviewing, exploring, and reporting state-of-the-art virtual world and marketing issues in the broadest sense. It provides a readable, non-technical publication which offers a comprehensive presentation of marketing issues, trends, data, and likely developments in the virtual world. Readers will learn about analysis of the virtual ego, services, the concept of ethics, and virtual experiential marketing, among other pressing topics.
Author: Michael J. Baker
Publisher: Routledge
ISBN: 1134506120
Category : Business & Economics
Languages : en
Pages : 907
Get Book Here
Book Description
The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look.
Author: George W. Bohrnstedt
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Reference
Languages : en
Pages : 264
Get Book Here
Book Description
Measurement in social science research has only recently begun to command attention. With a shift in attitudes towards causal modelling and the use of parametric statistics, interest in formal measurement models has grown. Bohrnstedt and Borgatta aim to stimulate further theoretical research into sociological measurement, and to provide examples of how these techniques can be applied in research. This timely compilation will benefit those who are interested in quantitative methods, particularly researchers, educators, and advanced students in the social sciences.
Author: Mohd Nazri Mohd Noor
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659494192
Category :
Languages : en
Pages : 464
Get Book Here
Book Description
The recent development of a global telecommunication technology provides a new mechanism for companies to promote products and services. This modern electronic advertising concept is commercially known as mobile advertising. It offers an alternative approach to reach targeted customers more effectively and build a stronger and more personal relationship with them. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising must be comprehensively examined. A wise understanding is essential to ensure the effective use of this advertising in the future. This research analyzed the determinants of the consumers' attitude based on three factors namely Advertisement Factors (Entertainment, Informativeness, Credibility, Irritation and Integrativeness), Media Factors (Relative Advantage, Complexity and Compatibility) and Purchase Factors (Products and Services, Price and Timing). The dimension of permission also included to understand its role between the attitude towards mobile advertising and consumers' intention to purchase products and services via mobile advertising.
Author: Asligul Aktas
Publisher: GRIN Verlag
ISBN: 3640626427
Category : Business & Economics
Languages : en
Pages : 73
Get Book Here
Book Description
Master's Thesis from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.3, University of Applied Sciences Giessen, language: English, abstract: This study fundamentally attempts to investigate current mobile marketing and advertising market, to examine current mobile marketing applications and to analyze three selected Best Practices and the future development of mobile marketing. The study consists of five main sections. First section consists of two parts, namely Introduction and Problem Statement. Introduction part covers a brief presentation about the subject of the study and the research objectives. And Problem Statement part discusses the stimulating factors to apply this research. The next section, which is Background Information, discusses the structural frame and the distinctive aspects of Mobile Marketing, the factors influencing consumer attitude towards mobile marketing, as well as measurement fundamentals of mobile marketing campaigns. This is followed by an Analysis of Current Mobile Marketing Applications including three selected Best Practices. Subsequently, Future Development of Mobile Marketing section explores the anticipations of the way towards which Mobile Marketing progresses and how the mobile technologies shape the development. Too, Key Success Factors of Mobile Marketing are investigated in this section. Finally, the fifth section concludes with a discussion about key findings of the study. Limitations of the Research and Recommendations for Further Research are provided to highlight the study. The writer pays attention that the study comprises her own reflections and original contributions. Keywords: Mobile Advertising, Mobile Marketing Applications, Best Practices in Mobile Marketing, Key Success Factors of Mobile Marketing, Future Developments on Mobile Marketing
