Komparativna analiza uticaja na potrošače putem mobilnog uređaja i računara
Comparative analysis of the influence on consumers via mobile phones and computers
Апстракт
Poslovanje danas karakteriše brz razvoj tehnologije, tako da marketari traže najefikasniji način da skrenu pažnju potrošača o svom poslovanju i na taj način zauzmu mesto u njihovoj svesti. Posedovanje i korišćenje mobilnog telefona je postalo sastavni deo svakog potrošača. Ovaj rad istražuje da li postoje i kolike su razlike u stepenu uticaja na potrošače koji reklamni sadržaj posmatraju putem mobilnih telefona u odnosu na uticaj na potrošače koji isti sadržaj posmatraju putem računara, kao i da li se razlikuje mišljenje ispitanika o interaktivnosti (percipirana interaktivnost) sadržaja koji posmatraju u odnosu na stvarnu interaktivnost koja postoji.
Business operations are nowadays characterized by a rapid development of technology and marketers are therefore searching for most efficient methods for drawing the attention of consumers to their business and occupying a position in their consciousness. The possession and use of mobile phones have become an integral part of lives of all consumers. This work investigates whether there are any differences in the degree of influencing consumers who watch advertising content via their mobile phones, in comparison to the influence on those watching the same content on computers, and how big they are, as well as whether the opinion of respondents concerning interactivity (perceived interactivity) of the observed content differs from the actual, existing interactivity.
Кључне речи:
perceptivna interaktivnost / mobilni marketing / korisnici / perceived interactivity / mobile marketing / consumersИзвор:
Journal of Engineering Management and Competitiveness (JEMC), 2016, 6, 1, 12-20Издавач:
- Univerzitet u Novom Sadu - Tehnički fakultet Mihajlo Pupin, Zrenjanin
Институција/група
Fakultet organizacionih naukaTY - JOUR AU - Jevremović, Milica AU - Štavljanin, Velimir AU - Vasić, Živorad AU - Stanković, Milomir PY - 2016 UR - https://rfos.fon.bg.ac.rs/handle/123456789/1484 AB - Poslovanje danas karakteriše brz razvoj tehnologije, tako da marketari traže najefikasniji način da skrenu pažnju potrošača o svom poslovanju i na taj način zauzmu mesto u njihovoj svesti. Posedovanje i korišćenje mobilnog telefona je postalo sastavni deo svakog potrošača. Ovaj rad istražuje da li postoje i kolike su razlike u stepenu uticaja na potrošače koji reklamni sadržaj posmatraju putem mobilnih telefona u odnosu na uticaj na potrošače koji isti sadržaj posmatraju putem računara, kao i da li se razlikuje mišljenje ispitanika o interaktivnosti (percipirana interaktivnost) sadržaja koji posmatraju u odnosu na stvarnu interaktivnost koja postoji. AB - Business operations are nowadays characterized by a rapid development of technology and marketers are therefore searching for most efficient methods for drawing the attention of consumers to their business and occupying a position in their consciousness. The possession and use of mobile phones have become an integral part of lives of all consumers. This work investigates whether there are any differences in the degree of influencing consumers who watch advertising content via their mobile phones, in comparison to the influence on those watching the same content on computers, and how big they are, as well as whether the opinion of respondents concerning interactivity (perceived interactivity) of the observed content differs from the actual, existing interactivity. PB - Univerzitet u Novom Sadu - Tehnički fakultet Mihajlo Pupin, Zrenjanin T2 - Journal of Engineering Management and Competitiveness (JEMC) T1 - Komparativna analiza uticaja na potrošače putem mobilnog uređaja i računara T1 - Comparative analysis of the influence on consumers via mobile phones and computers EP - 20 IS - 1 SP - 12 VL - 6 DO - 10.5937/jemc1601012J UR - conv_881 ER -
@article{ author = "Jevremović, Milica and Štavljanin, Velimir and Vasić, Živorad and Stanković, Milomir", year = "2016", abstract = "Poslovanje danas karakteriše brz razvoj tehnologije, tako da marketari traže najefikasniji način da skrenu pažnju potrošača o svom poslovanju i na taj način zauzmu mesto u njihovoj svesti. Posedovanje i korišćenje mobilnog telefona je postalo sastavni deo svakog potrošača. Ovaj rad istražuje da li postoje i kolike su razlike u stepenu uticaja na potrošače koji reklamni sadržaj posmatraju putem mobilnih telefona u odnosu na uticaj na potrošače koji isti sadržaj posmatraju putem računara, kao i da li se razlikuje mišljenje ispitanika o interaktivnosti (percipirana interaktivnost) sadržaja koji posmatraju u odnosu na stvarnu interaktivnost koja postoji., Business operations are nowadays characterized by a rapid development of technology and marketers are therefore searching for most efficient methods for drawing the attention of consumers to their business and occupying a position in their consciousness. The possession and use of mobile phones have become an integral part of lives of all consumers. This work investigates whether there are any differences in the degree of influencing consumers who watch advertising content via their mobile phones, in comparison to the influence on those watching the same content on computers, and how big they are, as well as whether the opinion of respondents concerning interactivity (perceived interactivity) of the observed content differs from the actual, existing interactivity.", publisher = "Univerzitet u Novom Sadu - Tehnički fakultet Mihajlo Pupin, Zrenjanin", journal = "Journal of Engineering Management and Competitiveness (JEMC)", title = "Komparativna analiza uticaja na potrošače putem mobilnog uređaja i računara, Comparative analysis of the influence on consumers via mobile phones and computers", pages = "20-12", number = "1", volume = "6", doi = "10.5937/jemc1601012J", url = "conv_881" }
Jevremović, M., Štavljanin, V., Vasić, Ž.,& Stanković, M.. (2016). Komparativna analiza uticaja na potrošače putem mobilnog uređaja i računara. in Journal of Engineering Management and Competitiveness (JEMC) Univerzitet u Novom Sadu - Tehnički fakultet Mihajlo Pupin, Zrenjanin., 6(1), 12-20. https://doi.org/10.5937/jemc1601012J conv_881
Jevremović M, Štavljanin V, Vasić Ž, Stanković M. Komparativna analiza uticaja na potrošače putem mobilnog uređaja i računara. in Journal of Engineering Management and Competitiveness (JEMC). 2016;6(1):12-20. doi:10.5937/jemc1601012J conv_881 .
Jevremović, Milica, Štavljanin, Velimir, Vasić, Živorad, Stanković, Milomir, "Komparativna analiza uticaja na potrošače putem mobilnog uređaja i računara" in Journal of Engineering Management and Competitiveness (JEMC), 6, no. 1 (2016):12-20, https://doi.org/10.5937/jemc1601012J ., conv_881 .