A Pilot Study of Some Aspects of the Perceived Usability of Mobile Advertising Among Students

Maja  Rožman; Dijana Oreški; Polona  Tominc

Maja Rožman
Dijana Oreški
Polona Tominc

Keywords: Mobile advertising, Pilot study, Students, Younger generation

Abstract

The pilot research is often intended to gather preliminary information and is usually based on a small set of observations to help decide how to conduct a more extensive study. The present pilot study is intended to provide preliminary results regarding various aspects of mobile advertising perceptions for young people. The objective of this pilot study is also to conduct the initial analysis of the relationships and impact of predecessors (influencing factors) on the attitudes towards mobile advertising and further on the perceived usefulness of mobile advertising among young people. Results show that the objectives of the pilot study have been fulfilled. They are crucial for continuing the main research on the importance of factors affecting the positive perception of the usefulness of mobile advertising among students and for designers of communication channels for the younger generation.

DOI: http://doi.org/10.2478/ngoe-2022-0017

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Author Biographies

Maja Rožman

University of Maribor, Faculty of Economics and Business, Maribor, Slovenia
E-mail: maja.rozman1@um.si

Dijana Oreški

University of Zagreb, Faculty of Organization and Informatics, Varaždin, Croatia
E-mail: dijana.oreski@foi.unizg.hr

Polona Tominc

University of Maribor, Faculty of Economics and Business, Maribor, Slovenia
E-mail: polona.tominc@um.si

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