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Tüketicilerin Mobil Reklamcılığı Kabullenmelerinde Etkili Olan Faktörler Üzerine Bir Uygulama

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Author(s): Nihan ÖZGÜVEN

Journal: Journal of Administrative Sciences
ISSN 1304-5318

Volume: 11;
Issue: 21;
Date: 2013;
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Keywords: Mobile Advertising | Acceptance Factors

ABSTRACT
Technological advances in many fields such as marketing of new applications has led to his forehead. The emergence of mobile phones has been the greatest technological development of the century. Today, considering the use of mobile phones, now has ceased to be a luxury for individuals who use mobile phones, has become a basic need. So widely used as a mobile phone businesses, marketing communications activities have led to the emergence of a new vehicle. This new mobile advertising as a marketing communication tool are definedFirst of all the studies done on this issue and mentioned the concept of mobile advertising, mobile advertising, then consumers benefit from the perceived acceptance as tools, content, confidence, perceived control and perceived self-sacrifice with the variables that consumers’ acceptance of mobile advertising on this issue created a questionnaire to establish a relationship between willingness, The obtained data were analyzed with AMOS and SPSS programs. Created within the scope of work as a result of structural equation modeling, the perceived benefits, contextual information, perceived control, perceived self-sacrifice and a positive correlation was found between trust and acceptance of mobile advertising

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