NDLI: The influence of users' attitudes regarding trust, privacy and control on the adoption of mobile advertising

Content Provider	IEEE Xplore Digital Library
Author	Bosilj, N. Bubas, G. Jadric, M.
Copyright Year	2011
Description	Author affiliation: Faculty of Organization and Informatics, University of Zagreb, Pavlinska 2, 42000 Varaždin, Croatia (Bubas, G.) \|\| Hrvatski Telekom Network Operations Department Kruge 26, 10000 Zagreb, Croatia (Bosilj, N.) \|\| Faculty of Economics, University of Split, Matice hrvatske 31, 21000 Split, Croatia (Jadric, M.)
Abstract	The mobile device (cellular phone, smartphone, PDA phone) is considered as a primary personal mass media channel that, from the marketing perspective, considerably differs from traditional media like television and the press. For most users, the mobile device is an interactive channel that is always open to receive messages, is carried almost everywhere with the user, and receives their considerable attention regarding incoming messages. The main research goal of this paper was to investigate the potential of the mobile medium as a marketing channel with the focus on the use of the Short Message Service (SMS). A synthesis of recent research on the adoption of mobile and SMS marketing was performed to develop a theoretical model that is presented in the paper, along with the results of an empirical evaluation of this model on a group of 129 college students. The theoretical model was used to create a comprehensive survey that was applied before and after a two-week SMS marketing campaign among the subjects in our study. The data collected in the survey was analyzed with factor analysis, regression analysis, and structural equation modeling (SEM). Finally, an empirically tested model is proposed that is based on the impact of users' attitudes regarding trust, privacy and control on the adoption of SMS/mobile advertising.
Starting Page	1420
Ending Page	1425
File Size	731106
Page Count	6
File Format	PDF
ISBN	9781457709968
e-ISBN	9789532330595
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2011-05-23
Publisher Place	Croatia
Access Restriction	Subscribed
Rights Holder	MIPRO
Subject Keyword	Privacy Analytical models Mobile communication Mobile handsets Mathematical model Cultural differences Advertising
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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