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ACCEPTANCE OF MOBILE ADVERTISING BY INDONESIAN SMARTPHONE USERS

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Technological developments have encouraged the emergence of new media in communicating an advertising message. Mobile advertising is one of the new type, this type of advertising is to use the media cell phones to directly delivering a message to consumers or target market. From this emerged the advantages of mobile advertising than by other media. Mobile advertising quickly adapted by the marketer. To determine the responses acceptance from consumers, the study examined how the internal factors (beliefs) of consumers affect the attitude towards mobile advertising. On the basis of the theory of planned behaviour, by the support of subjective norms and perceived behavioural control, attitude will show an impact on intention which can be an indicator of acceptance. The results of this study indicate that there is a significant positive effect from the beliefs, attitude, and up to the intention.

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Availability

30005368

5368

RLC MM (Server RLC)

Available

Detail Information

Series Title

Tesis

Statement of Responsibility

Rizki Ramadhan

Call Number

5368

Publisher

Salemba, Jakarta : Magister Manajemen FEB UI., 2016

Collation

in processus

Language

English

ISBN/ISSN

-

Classification

650

Content Type

text

Edition

-

Subject(s)

Tesis
Manajemen Pemasaran
Advertising
Theory of Planned Behaviour
Attitude
Intention
Mobile Advertising
Acceptance

Specific Detail Info

-

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