Розширена анотація українською мовою

З метою визначення факторів впливу на сприйняття мобільної реклами користувачами мобільних соціальних мереж була розроблена модель, що враховує соціальні норми, а також відношення користувачів до такої реклами та їх наміри сприймати її. У ході дослідження на основі розробленої анкети було опитано 436 користувачів мобільних соціальних мереж у м. Мешхед, Іран. У результаті проведеного дослідження було визначено, що відношення користувачів до реклами в мобільних соціальних мережах залежить від сприйманої ними корисності такої реклами та їхнього ставленням до мобільної реклами загалом.

Ключові слова: реклама, мобільні соціальні мережі, мобільна реклама, ставлення, намір сприйняти, соціальні норми.

Класифікація JEL: M31, M37.

Цитувати як: Jafari, S., Jandaghi Gh. & Taghavi, H. (2016). Factors influencing the intention to accept advertising in mobile social networks Marketing and Management of Innovations, 1, 57-72. https://doi.org/10.21272/mmi.2016.1-05

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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