Komparativna analiza uticaja na potrošače putem mobilnog uređaja i računara

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.