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Generation Y attitudes toward mobile...

Koo, Wanmo.

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Generation Y attitudes toward mobile advertising: Impacts of modality and culture.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Generation Y attitudes toward mobile advertising: Impacts of modality and culture./
Author:	Koo, Wanmo.
Description:	103 p.
Notes:	Source: Masters Abstracts International, Volume: 49-03, page: .
Contained By:	Masters Abstracts International49-03.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1487269
ISBN:	9781124365022

Generation Y attitudes toward mobile advertising: Impacts of modality and culture.
Koo, Wanmo.

Generation Y attitudes toward mobile advertising: Impacts of modality and culture. - 103 p.

Source: Masters Abstracts International, Volume: 49-03, page: .

Thesis (M.S.)--University of North Texas, 2010.

Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising.

ISBN: 9781124365022Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Generation Y attitudes toward mobile advertising: Impacts of modality and culture.
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245 1 0 $a Generation Y attitudes toward mobile advertising: Impacts of modality and culture.
300 $a 103 p.
500 $a Source: Masters Abstracts International, Volume: 49-03, page: .
500 $a Adviser: Dee K. Knight.
502 $a Thesis (M.S.)--University of North Texas, 2010.
520 $a Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising.
520 $a Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.
590 $a School code: 0158.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Sociology, Theory and Methods. $3 626625
650 4 $a Mass Communications. $3 1017395
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710 2 $a University of North Texas. $3 1017396
773 0 $t Masters Abstracts International $g 49-03.
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791 $a M.S.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1487269