DC FieldValueLanguage
dc.contributor.authorSamanta, Irene-
dc.contributor.authorPapadopoulos, Konstantinos-
dc.date.accessioned2024-04-18T14:22:06Z-
dc.date.available2024-04-18T14:22:06Z-
dc.date.issued2012-
dc.identifiergoogle_scholar-qJIrQTgAAAAJ:UebtZRa9Y70C-
dc.identifier.issn1949-4912-
dc.identifier.otherqJIrQTgAAAAJ:UebtZRa9Y70C-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2143-
dc.description.abstractPurpose – The purpose of this research is to examine the factors, which affect the consumers’ attitudes on mobile advertising, to Greek consumers, who belong in generation Y, aiming to the specification of their attitudes and perceptions. Design/methodology/approach - The philosophy of the research based on “positivism”, which leads to a productive approach adopted for the examination of objectives and the success of research’s purpose. Based on those, a describable quantitative research, by using a questionnaire, which given face to face in a simplicity sample of 385 consumers of “generation Y” was made. The data which collected, analyzed by using the “SPSS” statistic program Findings - The main results became from the examination of researching hypothesis. Especially, so more entertainment, information and reliability includes an advertising message, when it is given through mobile telephones as more positively affected the attitudes of “generation Y” consumers. The same occurs about the personalization even when it refers to the content of the message, though the location of user. Finally, related to the permission-based mobile marketing, revealed that as bigger is the perceived control of “generation Y” consumers, so mοre positively affected their attitudes on mobile advertising. Research limitations – The limitations of the research are the lack of triangulation and the use of a simplicity sample which is not allowed to generalize the results at the total population Managerial implications – The key of mobile marketing success is the permission based mobile marketing by sending personalized advertising messages. Therefore, at the designing of the advertising message must have be a balance between the entertainment and the information, without the smallest sight of exaggeration, which could harm the message’s or the company’s credibility. Originality-value – The determination of Greek generation Y consumers’ attitudes and perceptions about mobile advertising gives important information to marketers for a more effective approach of that generation with the use of this mean.en_US
dc.language.isoenen_US
dc.publisherNova Science Publishersen_US
dc.relation.ispartofJournal of Marketing and Operations Management Researchen_US
dc.sourceJournal of Marketing and Operations Management Research 2 (2), 61, 2012-
dc.titleFactors influence consumers' attitudes and perceptions: the case of generation Yen_US
dc.typeArticleen_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume2en_US
dc.relation.issue2en_US
dc.identifier.spage61en_US
dc.identifier.epage77en_US
dc.linkhttps://search.proquest.com/openview/097e044289ca090ce2db57cbfc936130/1?pq-origsite=gscholar&cbl=2034834en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsSubscriptionen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-9933-9092-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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