Naslov
A Pilot Study of Some Aspects of the Perceived Usability of Mobile Advertising Among Students

Autori
Rožman, Maja ; Oreški, Dijana ; Tominc, Polona

Izvornik
Naše gospodarstvo (0547-3101) 68 (2022), 3; 50-60

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Mobile advertising ; Pilot study ; Students ; Younger generation

Sažetak
The pilot research is often intended to gather preliminary information and is usually based on a small set of observations to help decide how to conduct a more extensive study. The present pilot study is intended to provide preliminary results regarding various aspects of mobile advertising perceptions for young people. The objective of this pilot study is also to conduct the initial analysis of the relationships and impact of predecessors (influencing factors) on the attitudes towards mobile advertising and further on the perceived usefulness of mobile advertising among young people. Results show that the objectives of the pilot study have been fulfilled. They are crucial for continuing the main research on the importance of factors affecting the positive perception of the usefulness of mobile advertising among students and for designers of communication channels for the younger generation.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA