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DKUM
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Title:
A pilot study of some aspects of the perceived usability of mobile advertising among students
Authors:
ID
Rožman, Maja
(
Author
)
ID
Oreški, Dijana
(
Author
)
ID
Tominc, Polona
(
Author
)
Files:
https://journals.um.si/index.php/oe/article/view/2426
Language:
English
Work type:
Scientific work
Typology:
1.01 - Original Scientific Article
Organization:
EPF - Faculty of Business and Economics
Abstract:
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.
Keywords:
mobile advertising
,
pilot study
,
students
,
younger generation
Publication status:
Published
Publication version:
Version of Record
Publication date:
15.10.2022
Year of publishing:
2022
Number of pages:
str. 50-60
Numbering:
Vol. 68, no. 3
PID:
20.500.12556/DKUM-84538
UDC:
659.1:621.395.721.5-057.87
ISSN on article:
0547-3101
COBISS.SI-ID:
125449987
DOI:
10.2478/ngoe-2022-0017
Publication date in DKUM:
19.06.2023
Views:
642
Downloads:
133
Metadata:
Categories:
Misc.
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Record is a part of a journal
Title:
Naše gospodarstvo : revija za aktualna gospodarska vprašanja
Shortened title:
Naše gospod.
Publisher:
Ekonomsko-poslovna fakulteta, Društvo ekonomistov Maribor, Ekonomski center Maribor
ISSN:
0547-3101
COBISS.SI-ID:
751364
Licences
License:
CC BY 4.0, Creative Commons Attribution 4.0 International
Link:
http://creativecommons.org/licenses/by/4.0/
Description:
This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Secondary language
Language:
Slovenian
Title:
Pilotna študija nekaterih vidikov zaznane uporabnosti mobilnega oglaševanja med študenti
Abstract:
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.
Keywords:
mobilno oglaševanje
,
pilotna študija
,
študenti
,
mlajša generacija
Collection
This document is a part of these collections:
Naše gospodarstvo
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