Mobile advertising between: Acceptance of technology…….or giving up of privacy
نویسندگان
چکیده
منابع مشابه
Antecedents of Consumer Acceptance of Mobile Television Advertising
Through a questionnaire survey, this study identifies and investigates seven antecedents of consumer acceptance of mobile TV advertising. Negative factors include intrusiveness, lack of trust in the advertiser, and excessive frequency; positive influences include enjoyment, originality, value, and relevance. The study proposes and validates two measurement models of these antecedents and provid...
متن کاملproviding a model for investigating the impact of marketing communications / media on acceptance of mobile advertising
today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. in this regard, advertising activities need to focus on customers and their needs, tendencies and complete advertising admission process by providing value-added services.the aim of this study is to analyze the impact of marketing communications / medi...
متن کاملPrivacy-Preserving Targeted Mobile Advertising: Formal Models and Analysis
Targeted Mobile Advertising (TMA) has emerged as a significant driver of the Internet economy. TMA gives rise to interesting challenges: there is a need to balance privacy and utility; there is a need to guarantee that applications’ access to resources is appropriate; and there is a need to ensure that the targeting of ads is effective. As many authors have argued, formal models are ideal vehic...
متن کاملAdvertising via mobile terminals delivering context sensitive and personalized advertising while guaranteeing privacy
Mobile terminals like cellular phones and PDAs are a promising target platform for mobile advertising: The devices are widely spread, are able to present interactive multimedia content and offer as almost permanently carried along personal communication devices a high degree of reachability. But particular because of the latter feature it is important to pay great attention to privacy aspects a...
متن کاملon translation of phatic communion and socio-cultural relationships between the characters of the novels
phatic communion is a cultural concept which differs across cultures. according to hofstede (2001), the u.s. tends to have individualistic culture; however, asian countries tend to have collectivistic cultures. these cultures view phatic communion differently. in individualistic cultures like u.s., phatic communion reflects speakers’ socio-cultural relationships in conversations. to see whether...
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ژورنال
عنوان ژورنال: المجلة المصریة لبحوث الرأى العام
سال: 2015
ISSN: 1110-5844
DOI: 10.21608/joa.2015.81707