engleski

CROATIAN CUSTOMERS ATTITUDE TOWARDS MOBILE ADVERTISING - SEM APPROACH

This paper aims to research the advertising value model initially developed by Ducoffe (1995). The model will explore the relationship between the factors of entertainment, information, credibility, and irritability of ads displayed on mobile devices with the perception of their value, and the relationship of factors of entertainment, credibility, and value with the attitude of mobile advertising. For the research purposes, a conceptual framework was developed and hypotheses formed, which were tested using the structural equation modeling method using the statistical software package SPSS AMOS 26. Empirical research was conducted on a sample of 150 respondent's users of the social network Facebook. Based on the obtained results, it was determined that there is a statistically significant correlation between the factors of entertainment and credibility with the perception of the value of mobile ads. At the same time, in the case of informativeness and irritability, there is no such correlation. Furthermore, the research results show that there is a statistically significant correlation between entertainment and attitudes about mobile phone advertising and that there are no correlations between the credibility of the ad and the attitude about mobile advertising. Also, no statistically significant correlation was found between mobile ads' value and the attitude towards mobile advertising. In addition to scientific knowledge, the results can be useful for experts to shape marketing and sales strategies.

advertising value model, ad value, advertising attitude, mobile advertising

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