Factors affecting consumers behavior towards mobile advertisements
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2012
English Abstract
The promising growth rate of mobile phones and smart phones has created a new communication channel with a huge potential for organizations to exploit.
Mobile advertising allows businesses to directly target and reach different segments without any time or location barriers.
Using a survey sample of 305 respondents, this study investigated the factors that have a significant effect on whether Moroccan consumers read advertising text messages.
The results show that entertainment, credibility, attitude and permission have a significant effect on what Moroccan’s do when they receive mobile advertising text messages
Main Subjects
No. of Pages
36
Table of Contents
Table of contents.
Abstract.
[Chapter One] : Introduction
[Chapter Two] : Literature review.
[Chapter Three] : Research model.
[Chapter Four] : Research methodology.
[Chapter Five] : Data analysis.
[Chapter Six] : Discussion and conclusion.
[Chapter Seven] : Limitations and recommendations.
References.
American Psychological Association (APA)
al-Bu Zaydi, Fatimah Zahra. (2012). Factors affecting consumers behavior towards mobile advertisements. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-627824
Modern Language Association (MLA)
al-Bu Zaydi, Fatimah Zahra. Factors affecting consumers behavior towards mobile advertisements. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2012).
https://search.emarefa.net/detail/BIM-627824
American Medical Association (AMA)
al-Bu Zaydi, Fatimah Zahra. (2012). Factors affecting consumers behavior towards mobile advertisements. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-627824
Language
English
Data Type
Arab Theses
Record ID
BIM-627824
