20.500.12556/DKUM-84538 A pilot study of some aspects of the perceived usability of mobile advertising among students Pilotna študija nekaterih vidikov zaznane uporabnosti mobilnega oglaševanja med študenti 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. Pilotna raziskava je pogosto namenjena zbiranju predhodnih informacij in običajno temelji na majhnem nizu opazovanj, ki pomagajo pri odločitvi, kako izvesti obsežnejšo študijo. Namen pričujoče pilotne študije je zagotoviti predhodne rezultate glede različnih vidikov zaznavanja mobilnega oglaševanja pri mladih. Cilj te pilotne študije je tudi izvesti začetno analizo odnosov in vpliva predhodnikov (vplivnih dejavnikov) na odnos do mobilnega oglaševanja in na zaznano uporabnost mobilnega oglaševanja med mladimi. Rezultati kažejo, da so bili cilji pilotne študije izpolnjeni. So ključni za nadaljevanje glavne raziskave o pomenu dejavnikov, ki vplivajo na pozitivno zaznavanje uporabnosti mobilnega oglaševanja med študenti, in za oblikovalce komunikacijskih kanalov za mlajšo generacijo. mobile advertising pilot study students younger generation mobilno oglaševanje pilotna študija študenti mlajša generacija true false true Angleški jezik Slovenski jezik Znanstveno delo 2023-06-19 16:14:34 2023-06-19 16:14:34 2025-06-06 10:56:22 0000-00-00 00:00:00 2022 0 0 str. 50-60 no. 3 Vol. 68 2022 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2022-10-15 659.1:621.395.721.5-057.87 125449987 10.2478/ngoe-2022-0017 0547-3101 https://journals.um.si/index.php/oe/article/view/2426 1 9dfe4cc2-0eab-11ee-9241-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=168138 Ekonomsko-poslovna fakulteta Naše gospodarstvo 0 0 0