FACTORS INFLUENCING THE INTENTION TO ACCEPT ADVERTISING IN MOBILE SOCIAL NETWORKS

被引：0
|
作者：
Jafari, Seyed Mohammadbagher [1 ,2 ]
Jandaghi, Gholamreza [2 ]
Taghavi, Hadi [2 ,3 ]
机构：
[1] Univ Tehran, Management Informat Syst, Qom Coll, Tehran, Iran
[2] Univ Tehran, Fac Management & Accounting, Qom Coll, Tehran, Iran
[3] Univ Tehran, Business Adm Mkt & Export, Qom Coll, Tehran, Iran
来源：
MARKETING AND MANAGEMENT OF INNOVATIONS | 2016年 / 01期
关键词：
advertising; Mobile social networks; mobile advertising; attitude; intention to accept; social norms;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
In order to address the influencing factors on mobile advertising acceptance, the model which examines social norms, influential factors on consumers' attitude and intention to accept advertisements in mobile social networks was developed. Using the survey method the data of 436 mobile users in Mashhad, Iran was collected by questionnaire. Finally, it was shown that perceived usefulness and attitude toward mobile advertising has impact on intention to accept mobile advertising.
引用
收藏
页码：57 / 72
页数：16
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