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Use of lifestyle segmentation for assessing consumers' attitudes and behavioral outcomes towards mobile advertising = Segmentacija temeljem životnog stila radi procjene stavova potrošača i ishoda ponašanja prema mobilnom oglašavanjuZaheer, Nauman ; Kline, MiroPurpose - Mobile communication has become an integral part of people's lives in recent times. Consumers' purchasing behaviors have been found to be influenced by their attitudes towards mobile ... advertising. This study explored the usability of lifestyle segmentation to find differences among consumers and assessed the relationship between consumers' attitudes toward mobile advertising. Design/Methodology/Approach - The study is based on primary data collected through a survey questionnaire on a consumer sample in Pakistan. The study surveyed 166 respondents and categorized them into three different lifestyle groups: self-indulgents, experiencers, and traditionalists. Factor analysis and cluster analysis techniques were applied on the data to identify lifestyle segments, whereas a one-way ANOVA test was used to find significant lifestyle differences among mobile device users as regards their attitudes and behaviors towards mobile advertising. Findings and implications - Significant statistical differences were found among lifestyle segments in terms of attitudes and behavioral outcomes towards mobile advertising. The demographic variables were found to be insignificant for finding attitudinal and behavioral differences among consumers. The relationship between attitudes and behaviors was also found to be positive. Marketers can design their promotional campaigns more eff ectively by using a lifestyle segmentation approach. Limitations - The scope of the study is limited, as it is a single-market investigation, and its explanatory power is low because of the sample size. Originality - The applicability of lifestyle segmentation in comparison to demographic variables to find attitudinal and behavioral differences towards mobile advertising had not been done before.Vir: Tržište : časopis za tržišnu teoriju i praksu : znanstveni polugodišnji časopis = Market : review for marketing theory and practice : scientific semi-annual journal. - ISSN 0353-4790 (Vol. 30, no. 2, 2018, str. 213-229)Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasleLeto - 2018Jezik - angleškiCOBISS.SI-ID - 35963997
Avtor
Zaheer, Nauman |
Kline, Miro
Teme
Mobilni telefoni |
Cellular telephones |
Oglaševanje |
Advertising |
Vedenje potrošnikov |
Consumer behavior |
trženje |
blagovne znamke |
globalizacija |
družbena omrežja |
vedenje potrošnikov |
marketing |
brands |
globalization |
social networks |
consumer behaviour
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Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
Ime baze podatkov | Področje | Leto |
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Zaheer, Nauman | ![]() |
Kline, Miro | 06408 |
Vir: Osebne bibliografije
in: SICRIS
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