Attitudes towards in-app advertising: a uses and gratifications perspective
| Autor: | Kelty Logan |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Computer Networks and Communications
05 social sciences Perspective (graphical) Scale development 050801 communication & media studies Advertising 02 engineering and technology Smartphone application Focus group Confirmatory factor analysis Exploratory factor analysis Computer Science Applications 0508 media and communications 020204 information systems mental disorders Smartphone app 0202 electrical engineering electronic engineering information engineering Electrical and Electronic Engineering Psychology |
| Zdroj: | International Journal of Mobile Communications. 1:1 |
| ISSN: | 1741-5217 1470-949X |
| Popis: | This multi-phase study contributes to the uses and gratifications literature by focusing on young adults in the USA and their use of smartphone applications apps in the belief that a thorough understanding of the gratifications sought GS from smartphone apps will provide guidance to advertisers regarding the relative levels of involvement associated with each type of app. The first stage addressed scale development. Focus groups and surveys were conducted to develop scales for GS by young adults. Surveys were fielded to provide an exploratory factor analysis and subsequent confirmatory factor analysis. The second stage of the research addressed the relationships between GS, gratifications obtained from specific smartphone apps, and attitudes toward advertising on those apps. Results suggest that consumers are most tolerant of in-app advertising when it is encountered in apps used for assistance and informational purposes. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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