Naslov
CROATIAN CUSTOMERS ATTITUDE TOWARDS MOBILE ADVERTISING - SEM APPROACH

Autori
Slunjski, Valentina ; Dobrinić, Damir ; Gregurec, Iva

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), ostalo

Izvornik
Economic and Social Development - Book of Proceedings / Burilovic, Luka ; Rados, Tomislav ; Recker, Nicholas - Zagreb : Varazdin Development and Entrepreneurship Agency and University North in cooperation with Croatian Chamber of Economy, Faculty of Management University of Warsaw, Faculty of Law, Economics and Social Sciences Sale - Mohammed V University in Rabat and Polytechnic of Medimurje in Cakovec, 2020, 58-71

Skup
63rd International Scientific Conference on Economic and Social Development: Building Resilient Society

Mjesto i datum
Zagreb, Hrvatska, 11.12.2020. - 12.12.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
advertising value model, ad value, advertising attitude, mobile advertising

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA