Odnos slovenskih potrošnikov do mobilnega oglaševanja

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

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.

• Language: Slovenian
• Keywords: komunikacijska tehnologija
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Publisher: Fakulteta za sociologijo, politične vede in novinarstvo v Ljubljani
• Year: 2012
• Number of pages: Str. 767-784, 821
• Numbering: Letn. 49, št. 4/5
• PID: 20.500.12556/RUL-78440
• UDC: 659.1:621.395.721.5(497.4)
• ISSN on article: 0040-3598
• COBISS.SI-ID: 31528541
• Publication date in RUL: 30.12.2015

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: English

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.