VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Exploring factors affecting Pakistani students’ intentions to accept and use mobile advertising : a UTAUT2 perspective
    Zaheer, Nauman ; Kashif, Muhammad ; Kropivnik, Samo
    The article aims to explore factors that influence respondents’ intentions to accept and use mobile advertising by proposing an extension of the Unified Theory of Acceptance and Use of Technology ... (UTAUT) with perceived enjoyment, perceived irritation, and personalisation. To identify the factors affecting the acceptability of mobile advertising, the intentions and behaviours of respondents regarding mobile advertising are reviewed. The study was conducted in Pakistan by using online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to examine the sample size of 446 respondents. The findings revealed certain crucial factors (such as effort expectancy, performance expectancy, perceived enjoyment, perceived irritation, and personalisation) that can affect respondents’ intentions to accept mobile advertising. Also revealed was the relationship between respondents’ intentions to accept and use behaviour regarding mobile advertising. It is established that respondents expect more personalised promotional messages to be shown to them in line with their needs and preferences. Here, advertisers must pay attention to the contextual relevance of the ads while noting the element of irritation that can be felt among consumers, as such ads create negative attitudes and intentions towards mobile advertising.
    Vir: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Letn. 61, št. 1, 2024, str. 93-114, 243)
    Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasle
    Leto - 2024
    Jezik - angleški
    COBISS.SI-ID - 193677827

    Povezava(-e):

    https://www.fdv.uni-lj.si/docs/default-source/tip/exploring-factors-affecting-pakistani-students-intentions-to-accept-and-use-mobile-advertising-a-utaut2-perspective.pdf?sfvrsn=0
    Repozitorij Univerze v Ljubljani – RUL
    DOI

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