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Author: Alileche Mohamed Ameziane
Publisher:
ISBN:
Category :
Languages : en
Pages : 186
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Book Description
This study examines factors affecting the use of smartphone advertising among smartphone users in Malaysia. Data were collected 340 structured questionnaires among young smartphone users in Klang Valley. This research proposes a conceptual model based on the Theory of Technology Acceptance Model (TAM) and The Theory of Planned Behaviour (TPB). It investigates the impact of the perceived usefulness, perceived ease of use, and subjective knowledge on attitude towards smartphone advertising and finally the impact of attitude towards smartphone advertising on smartphone advertising use. To test the validity of the constructs and the goodness of the proposed hypothesised model, factor analysis and structural equation modelling (SEM) were used. The findings of this study indicate that the constructs used in this research; perceived usefulness, subjective knowledge and attitude towards smartphone advertising can be applied to measure the smartphone advertising use among young consumers in Malaysia. The empirical findings support three out of four propositions in this study. Perceived usefulness and subjective knowledge exhibited a significant impact on attitude towards smartphone advertising and a significant impact of attitude towards smartphone advertising on smartphone advertising use. The research findings are valuable for marketing managers who are using smartphone advertising as a medium to reach customers in both the short and long term.
Author: Alileche Mohamed Ameziane
Publisher:
ISBN:
Category :
Languages : en
Pages : 186
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Book Description
This study examines factors affecting the use of smartphone advertising among smartphone users in Malaysia. Data were collected 340 structured questionnaires among young smartphone users in Klang Valley. This research proposes a conceptual model based on the Theory of Technology Acceptance Model (TAM) and The Theory of Planned Behaviour (TPB). It investigates the impact of the perceived usefulness, perceived ease of use, and subjective knowledge on attitude towards smartphone advertising and finally the impact of attitude towards smartphone advertising on smartphone advertising use. To test the validity of the constructs and the goodness of the proposed hypothesised model, factor analysis and structural equation modelling (SEM) were used. The findings of this study indicate that the constructs used in this research; perceived usefulness, subjective knowledge and attitude towards smartphone advertising can be applied to measure the smartphone advertising use among young consumers in Malaysia. The empirical findings support three out of four propositions in this study. Perceived usefulness and subjective knowledge exhibited a significant impact on attitude towards smartphone advertising and a significant impact of attitude towards smartphone advertising on smartphone advertising use. The research findings are valuable for marketing managers who are using smartphone advertising as a medium to reach customers in both the short and long term.
Author: Pousttchi, Key
Publisher: IGI Global
ISBN: 1605660752
Category : Computers
Languages : en
Pages : 582
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Book Description
"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.
Author: Paula Baeza Bielsa
Publisher:
ISBN:
Category : Cell phone advertising
Languages : en
Pages : 112
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Book Description
Author: Asligul Aktas
Publisher: GRIN Verlag
ISBN: 3640626427
Category : Business & Economics
Languages : en
Pages : 73
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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
Author: Mohamed Ismail Mohamed Riyath
Publisher:
ISBN: 9783668039681
Category :
Languages : en
Pages : 16
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Book Description
Research Paper from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, course: Management, language: English, abstract: This study gives an insight into the mobile market industry in Sri Lanka. Mobile phone manufactures and marketers are facing hyper competition in Sri Lanka as well as in the world mobile market. Mobile phone marketers should have a clear idea about the factors which are affecting the choice of mobile phones. In order to get more market share and win whole hard of the potential consumers and stakeholders they have to design, produce, communicate and promote the mobile phone in the best possible manner. This study aims to find out the factors which are affecting the choice of a particular mobile brand when a purchase decision is made with reference to Sri Lankan university students. The primary data was collected through an online-based questionnaire sent to randomly selected students who are following any program of study in universities island-wide. Descriptive statistics; mean and standard deviation are used to identify the factors which are affecting the mobile brand preference. Price, stylish appearances and perceived quality are found as very important factors on purchase decision when selecting a mobile phone brand.
Author: Dan Steinbock
Publisher: Springer Science & Business Media
ISBN: 9781402070563
Category : Technology & Engineering
Languages : en
Pages : 234
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Book Description
In recent years, billions of dollars (and euros, yen, and other currencies) have been spent by wireless services providers to acquire the radio frequency spectrum needed to offer so-called "Third Generation" (3G) mobile services. These services include high-speed data, mobile Internet access and entertainment such as games, music and video programs. Indeed, as voice communications are substituted by data communications, software -rather than terminals or networks- has become the driver of the wireless industry. Meanwhile, services are becoming increasingly specialized. Why has the road to multimedia cellular been so difficult? These benefits of the mobile Internet have come with the costs of a massive transition that has coincided with the bust of stock markets and the technology segments worldwide, controversial and costly license auctions in several lead markets, dated or mistaken regulatory policies, the clash between the early hype and the pioneering realities of the mobile Internet. But these are generalities that barely scratch the surface. The devil is in the details. And it is these details that Competition for the Mobile Internet addresses.
Author: Francesca Sibbald
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages :
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Book Description
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1466673583
Category : Business & Economics
Languages : en
Pages : 2254
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Book Description
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
Author: Jong Hyuok Jung
Publisher:
ISBN:
Category :
Languages : en
Pages : 236
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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: Lee, In
Publisher: IGI Global
ISBN: 1466619406
Category : Technology & Engineering
Languages : en
Pages : 449
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Book Description
As business paradigm shifts from a desktop-centric environment to a data-centric mobile environment, mobile services provide numerous new business opportunities, and in some cases, challenge some of the basic premises of existing business models. Strategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy seeks to foster a scientific understanding of mobile services, provide a timely publication of current research efforts, and forecast future trends in the mobile services industry. This book is an ideal resource for academics, researchers, government policymakers, as well as corporate managers looking to enhance their competitive edge in or understanding of mobile services.
