Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Consumer attitudes toward mobile advertising: A study of the Dutch youth.
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. (Consumer attitudes toward mobile advertising: A study of the Dutch youth.)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Marketing and Logistics. (Consumer attitudes toward mobile advertising: A study of the Dutch youth.)
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose: To study the Dutch youth’s perceptions on and attitudes toward mobile advertising.

Background: Consumers are living within a media saturated environment, which limits the effectiveness of advertising. This has led to advertising clutter, most prevalent in traditional mass media. The advertising clutter has resulted in marketers moving their advertising focus toward less cluttered mediums, such as mobile advertising. Mobile advertising allows companies to specifically target the right consumers by looking at age, gender and geographic regions etc. Being able to advertise to such a specified target group is an advantage for companies, however the question remaining is how consumers perceive this form of specific targeting advertising.

Method: In this research the deductive approach has been implemented in order to answer the research questions. Both qualitative and quantitative data has been collected through a questionnaire and focus group. The statements used in the questionnaire are based on previous studies and theories. The data retrieved through the questionnaire has been analysed using SPSS.

Conclusion: The results of this study showed the Dutch youth mainly sees the originality, interactivity and entertainment levels of mobile advertising as positive in comparison to traditional forms of advertising. Furthermore, message content was shown to be an important factor in order for the consumer to perceive the advertising as positive. The main aggravating attributes that come with mobile advertising are the perceived risks, like receiving too many advertising messages. Furthermore it was found that the more positive the attitude toward advertising in general is, and the more the consumer likes searching for product information, the more positive the attitude toward mobile advertising will be. The main purpose of this research was to find out what the attitudes of the Dutch youth are toward mobile advertising. The statistical results showed a negative attitude toward mobile advertising. However, the qualitative results showed that when mobile advertising is used in a proper way, consumers’ attitudes can be positive.

Place, publisher, year, edition, pages
2012. , p. 82
Keywords [en]
Advertising, Consumer Attitudes, Dutch Youth, Marketing, Mobile Advertising, Mobile Marketing, The Netherlands
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-18349OAI: oai:DiVA.org:hj-18349DiVA, id: diva2:531936
Subject / course
IHH, Business Administration
Presentation
2012-05-30, B2019- B2021, gjurterigatan 5,, Jonkoping, 13:01 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2012-06-13 Created: 2012-06-08 Last updated: 2012-06-13Bibliographically approved

Open Access in DiVA

Consumer attitudes toward mobile advertising: A study of the Dutch youth.(1728 kB)10275 downloads
File information
File name FULLTEXT01.pdfFile size 1728 kBChecksum SHA-512
94712a1d29f23592779584abca577d9d8a28655b69384e765ea486d456c42b2e47d40fb434ce7d2bc999938052f10208ce9fa34b877b0cd7749f3eb46bf42434
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Ramnarain, ManishkaKamphuis, Kirsten
By organisation
JIBS, Business AdministrationJIBS, Marketing and Logistics
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 10282 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 1711 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf