Designing the Attitude toward Advertising Model through Mobile Social Networks
Subject Areas : Business StrategyAtefeh Shekari 1 , Seyed Najmoddin Mosavi 2 , Abdolkhalegh Gholami Chenarestan Olya 3
1 - Department of Management, Yasooj Branch, Islamic Azad University, Yasooj, Iran
2 - Department of Management, Yasooj Branch, Islamic Azad University, Yasooj, Iran
3 - Department of Management, Yasooj Branch, Islamic Azad University, Yasooj, Iran
Keywords: Advertising effectiveness, Economic Advantage, Mobile Social Networking,
Abstract :
The aim of this research is to help advance a better understanding of digital advertising innovation adoption, consumer acceptance of customized advertising, and the influence of customized advertising on product purchase intent via a mobile social network. To this end, two types of questionnaires, including an open questionnaire filled up by 16 experts and university professors was designed to identify the indicators and sub-indicators of advertising acceptance determinants through mobile-based cyberspace networks. The other questionnaire was a 5-point Likert questionnaire designed based on the identified indicators of the open questionnaire, which was filled by 234 cyber-space users who were chosen using simple random sampling method in order to verify the identified factors. The results of the study led to the identification of seven main indicators namely revenue generating, legalization, Awareness at social levels, Family and friends, Advertiser owners, monitoring and Advertising quality and the identification of 44 sub-indicators for seven three main determinants.
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