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Acceptance of SMS Advertising
49,00 € *
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As consumers adopt new communication technologies, advertisers rely less on using traditional media as advertising channels. In recent years, the fast adoption of Short Message Service (SMS) by mobile phone users presents a new interactive medium for advertising. SMS allows advertisers to send text ads directly to consumers via their mobile phones. The ubiquity of the mobile phone extends the traditional media model of time-space. However, little advertising research has been conducted to examine consumers'' attitudes toward SMS advertising. This book provides insights into factors thay may influence consumers'' acceptance of SMS advertising in different cultures. The theoretical model, formulated based on a combination of aspects of Ajzen and Fishbein''s theory of reasoned action with Rogers'' diffusion theory, provides a useful basis for explaining consumer innovation decisions on accepting SMS ads. The analysis helps advertisers understand the usefulness and viability of SMS as an advertising vehicle and how SMS can be included in the promotional mix to achieve more optimal results.

Anbieter: Dodax
Stand: 20.01.2020
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Towards an understanding of the acceptance of S...
50,40 € *
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This research focuses on a new increasingly more popular way of advertising, SMS marketing. Insight is given as to what SMS marketing exactly is, along with background information and (dis)advantages (in comparison with other direct marketing tools). A modified version of the Technology Acceptance Model (TAM) was used to test the acceptance of SMS marketing. Data was collected from a Dutch telecom company,of the 1039 customers approached by email, 150 responses (14,4% response rate) were gathered for analysis. Based on the theoretical framework managers can find a solid background about SMS marketing and its previous studies. Most importantly, marketing managers can find academic proof as to what factors are important in SMS marketing.

Anbieter: Dodax AT
Stand: 20.01.2020
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Towards an understanding of the acceptance of S...
49,00 € *
ggf. zzgl. Versand

This research focuses on a new increasingly more popular way of advertising, SMS marketing. Insight is given as to what SMS marketing exactly is, along with background information and (dis)advantages (in comparison with other direct marketing tools). A modified version of the Technology Acceptance Model (TAM) was used to test the acceptance of SMS marketing. Data was collected from a Dutch telecom company,of the 1039 customers approached by email, 150 responses (14,4% response rate) were gathered for analysis. Based on the theoretical framework managers can find a solid background about SMS marketing and its previous studies. Most importantly, marketing managers can find academic proof as to what factors are important in SMS marketing.

Anbieter: Dodax
Stand: 20.01.2020
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Muk, Alexander: Acceptance of SMS Advertising
49,00 € *
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Erscheinungsdatum: 25.10.2013, Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: Acceptance of SMS Advertising, Titelzusatz: A Cross-Cultural Study of Young American and Taiwanese Consumers, Autor: Muk, Alexander, Verlag: VDM Verlag Dr. Müller e.K., Sprache: Deutsch, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 60, Informationen: Paperback, Gewicht: 106 gr, Verkäufer: averdo

Anbieter: averdo
Stand: 20.01.2020
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Hogervorst, Freek: Towards an understanding of ...
49,00 € *
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Erscheinungsdatum: 10/2009, Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: Towards an understanding of the acceptance of SMS marketing, Titelzusatz: This study provides insightful information for managers who are doing, wanting to do and/or get to know about SMS marketing, Autor: Hogervorst, Freek, Verlag: LAP Lambert Acad. Publ., Sprache: Englisch, Rubrik: Wirtschaft // Werbung, Marketing, Seiten: 64, Informationen: Paperback, Gewicht: 112 gr, Verkäufer: averdo

Anbieter: averdo
Stand: 20.01.2020
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The Acceptance Model of Mobile Learning
60,70 € *
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The primary purpose of this study was to investigate the factors that influence distance learners intention to use mobile learning via SMS technology. The study was conducted in the School of Distance Education, Universiti Sains Malaysia based on a sample of 51 distance learners having the experience of using SMS-learning in their respective distance learning courses. The study employed the Technology Acceptance Model as a research framework, extended with two proposed external variables: the design of SMS-learning content and perceived convenience of SMS-learning. The study was conducted using online survey research methodology employing questionnaires with a 5-point Likert scale technique. The results which were analysed using Partial Least Squares technique revealed that strong relationships existed between design of learning contents and perceived ease of use. The value of R2 further revealed that the two predictor variables: perceived convenience and perceived usefulness explained 77.2% of the variance in distance learners intention to use SMS-learning. This implies that mobile learning is highly endorsed as long as it provides convenience and usefulness to the users.

Anbieter: Dodax AT
Stand: 20.01.2020
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The Acceptance Model of Mobile Learning
59,00 € *
ggf. zzgl. Versand

The primary purpose of this study was to investigate the factors that influence distance learners intention to use mobile learning via SMS technology. The study was conducted in the School of Distance Education, Universiti Sains Malaysia based on a sample of 51 distance learners having the experience of using SMS-learning in their respective distance learning courses. The study employed the Technology Acceptance Model as a research framework, extended with two proposed external variables: the design of SMS-learning content and perceived convenience of SMS-learning. The study was conducted using online survey research methodology employing questionnaires with a 5-point Likert scale technique. The results which were analysed using Partial Least Squares technique revealed that strong relationships existed between design of learning contents and perceived ease of use. The value of R2 further revealed that the two predictor variables: perceived convenience and perceived usefulness explained 77.2% of the variance in distance learners intention to use SMS-learning. This implies that mobile learning is highly endorsed as long as it provides convenience and usefulness to the users.

Anbieter: Dodax
Stand: 20.01.2020
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MOBILE NEW ZEALAND
81,30 € *
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Worldwide use of mobile phones has created a newbasis for interpersonal communication and has become aubiquitous feature of youth culture. This thesis focused on universitystudents use of mobile communication in New Zealand in the context oftheir everyday practices. The study was designed as across-national comparative research project with a focus on NewZealand. The usage behavior, experiences, attitudes, and opinions of young NZers towards mobile phone use was examined and contrasted to young German and American students.This research focused on general mobile phone use, text-messaging(SMS), the acceptance of Third Generation (3G) cell phones,mobile phone use in public places, gender-specific usages, and mobilesocial networks. Methodological and data triangulation wasapplied. Results indicated that the number of providers aswell as tariff structures appear to influence mobile phone adoptionwithin a country. To adjust to the duopoly situation, youngpeople in NZ preferred prepaid cards in connection with a SMSpackage. This was reflected by extraordinarily high use of SMS in NZ.

Anbieter: Dodax AT
Stand: 20.01.2020
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MOBILE NEW ZEALAND
79,00 € *
ggf. zzgl. Versand

Worldwide use of mobile phones has created a newbasis for interpersonal communication and has become aubiquitous feature of youth culture. This thesis focused on universitystudents use of mobile communication in New Zealand in the context oftheir everyday practices. The study was designed as across-national comparative research project with a focus on NewZealand. The usage behavior, experiences, attitudes, and opinions of young NZers towards mobile phone use was examined and contrasted to young German and American students.This research focused on general mobile phone use, text-messaging(SMS), the acceptance of Third Generation (3G) cell phones,mobile phone use in public places, gender-specific usages, and mobilesocial networks. Methodological and data triangulation wasapplied. Results indicated that the number of providers aswell as tariff structures appear to influence mobile phone adoptionwithin a country. To adjust to the duopoly situation, youngpeople in NZ preferred prepaid cards in connection with a SMSpackage. This was reflected by extraordinarily high use of SMS in NZ.

Anbieter: Dodax
Stand: 20.01.2020
Zum Angebot