Naslov
The influence of users' attitudes regarding trust, privacy and control on the adoption of mobile advertising

Autori
Bosilj, Neven ; Bubaš, Goran ; Jadrić, Mario

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

Izvornik
MIPRO 2011, Proceedings of the 34th International Convention on Information and Communication Technology, Electronics and Microelectronics / Petar Biljanović, Karolj Skala, Stjepan Golubić, Nikola Bogunović., Slobodan Ribarić, Marina Čičin-Šain, Dragan Čišić, Željko Hutinski, Mirta Baranović, Mladen Mauher, Lea Ordanić - Rijeka : Hrvatsko informacijsko i dokumentacijsko društvo, 2011, 1420-1425

ISBN
978-1-4577-0996-8

Skup
MIPRO 2011, 34th International Convention on Information and Communication Technology, Electronics and Microelectronics

Mjesto i datum
Opatija, Hrvatska, 23.05.2011. - 27.05.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
mobile device; adoption of SMS/mobile advertising; marketing

Sažetak
The mobile device (cellular phone, smartphone, PDA phone) is considered as a primary personal mass media channel that, from the marketing perspective, considerably differs from traditional media like television and the press. For most users, the mobile device is an interactive channel that is always open to receive messages, is carried almost everywhere with the user, and receives their considerable attention regarding incoming messages. The main research goal of this paper was to investigate the potential of the mobile medium as a marketing channel with the focus on the use of the Short Message Service (SMS). A synthesis of recent research on the adoption of mobile and SMS marketing was performed to develop a theoretical model that is presented in the paper, along with the results of an empirical evaluation of this model on a group of 129 college students. The theoretical model was used to create a comprehensive survey that was applied before and after a two-week SMS marketing campaign among the subjects in our study. The data collected in the survey was analyzed with factor analysis, regression analysis, and structural equation modeling (SEM). Finally, an empirically tested model is proposed that is based on the impact of users' attitudes regarding trust, privacy and control on the adoption of SMS/mobile advertising.

Izvorni jezik
Engleski

Znanstvena područja
Informacijske i komunikacijske znanosti

POVEZANOST RADA