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Malaysian Consumers' Attitude Towards Mobile Advertising.
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Mohd Nazri Mohd Noor
ISBN: 9783659494192
Год издания: 2014
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 464
Издательство: LAP LAMBERT Academic Publishing
Цена: 66115 тг
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Позиции в рубрикаторе
Сферы деятельности:Код товара: 130432
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Аннотация: 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.
Ключевые слова: Permission marketing, Mobile Advertising, Consumers' Attitude, Media Factors, Advertisement Factors, Purchase Factors, The Theory of Planned Behavior