Odnos slovenskih potrošnikov do mobilnega oglaševanja

Sašo Oven (Author), Samo Kropivnik (Author), Urša Golob (Author)

Abstract

This paper addresses the use of mobile technology as a new medium for interactive digital advertising. It also addresses consumer attitudes to mobile advertising. The paperʼs purpose is to present key factors affecting Slovenian consumersʼ attitudes to mobile advertising and the potency of future advertising strategies that would enhance the user experience of mobile advertising. Based on previous experiences with mobile advertising among Slovenian consumers the paper also addresses the consequences of the inappropriate behaviour of advertisers and mobile providers. Our research model adapts and extends the conceptual model/framework of SMS advertising that was tested on Finnish consumers. The data were analysed with multivariate statistical methods and the majority of hypotheses were confirmed in the analysis. The results may serve as a basis to help advertisers improve their mobile advertising strategies.

Keywords

Oglaševanje;Mobilne komunikacije;Potrošniki;Stališča;Vedenje potrošnikov;Slovenija;

Data

Language:	Slovenian
Year of publishing:	2012
Typology:	1.01 - Original Scientific Article
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
UDC:	659.1:621.395.721.5(497.4)
COBISS:	31528541
ISSN:	0040-3598
Parent publication:	Teorija in praksa
Views:	832
Downloads:	124
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary abstract:	Prispevek obravnava uporabo sodobne mobilne tehnologije kot novega medija interaktivnega digitalnega oglaševanja ter odnosa do tovrstnih oblik oglaševanja s strani uporabnikov mobilnih naprav. Osnovni namen prispevka je izpostaviti ključne dejavnike, ki vplivajo na odnos slovenskih potrošnikov do mobilnega oglaševanja in s katerimi lahko oglaševalci pripomorejo k izboljšanju uporabniške izkušnje z oglaševanjem prek mobilnih naprav. Na osnovi preteklih izkušenj slovenskih potrošnikov z mobilnim oglaševanjem so izpostavljene tudi posledice neprimernega ravnanja posameznih oglaševalcev in mobilnih operaterjev. Raziskovalni model temelji na prilagojenem teoretskem modelu raziskovanja SMS oglaševanja med finskimi potrošniki. Za analizo ključnih podatkov smo uporabili multivariatne statistične analize in z njo potrdili večino zastavljenih domnev, na podlagi rezultatov pa podali ideje za izboljšanje strategij mobilnega oglaševanja.
Secondary keywords:	Advertising;Mobile communications;Consumers;Attitudes;Consumer behavior;Slovenia;
URN:	URN:NBN:SI
Type (COBISS):	Not categorized
Pages:	str. 767-784, 821
Volume:	ǂLetn. ǂ49
Issue:	ǂšt. ǂ4/5
Chronology:	jul.-okt. 2012
ID:	9101391