Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers

Detalhes bibliográficos
Autor(a) principal: Hor-Meyll, Luis Fernando
Data de Publicação: 2014
Outros Autores: Lima, Marcel Correia de, Ferreira, Jorge Brantes
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/253
Resumo: Among the more than six billion cellular phone lines in the world, around 220 million are found in Brazil. These numbers draw the attention of companies and academics, seeking to understand how cell phones can be used as an advertising media. This study sought to discover factors that could affect the intention of Brazilian teenagers to accept advertisements via SMS messages.  A survey was conducted on a sample of 385 students of a high school in Rio de Janeiro. The results of an analysis via structural equations suggest that attitude toward mobile advertising, perceived utility of the message and social norms are the factors with greater impact on the likelihood of teenagers to accept advertisements via SMS.
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spelling Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian TeenagersPor Que Devo Aceitar Anúncios no Meu Celular? Fatores que Afetam a Aceitação por Adolescentes BrasileirosMobile devicesAdvertisingDirect marketingMobile marketingTechnology acceptanceDispositivos móveisPropagandaMarketing diretoMarketing móvelAceitação de tecnologiaAmong the more than six billion cellular phone lines in the world, around 220 million are found in Brazil. These numbers draw the attention of companies and academics, seeking to understand how cell phones can be used as an advertising media. This study sought to discover factors that could affect the intention of Brazilian teenagers to accept advertisements via SMS messages.  A survey was conducted on a sample of 385 students of a high school in Rio de Janeiro. The results of an analysis via structural equations suggest that attitude toward mobile advertising, perceived utility of the message and social norms are the factors with greater impact on the likelihood of teenagers to accept advertisements via SMS.Existem hoje mais de seis bilhões de linhas de telefonia móvel no mundo, das quais cerca de 220 milhões estão no Brasil. Esses números despertam o interesse de empresas e acadêmicos, que tentam compreender como o telefone móvel poderá ser utilizado como ferramenta para anunciar e vender produtos e serviços. Este estudo buscou desvendar fatores que influenciam a intenção de adolescentes brasileiros de aceitar anúncios em seus aparelhos celulares por meio de mensagens de texto (SMS). Foi conduzida uma survey com amostra de 385 alunos do ensino médio de uma escola no Rio de Janeiro. Os resultados da análise por equações estruturais apresentam evidências de que a atitude do usuário em relação à propaganda por meio de telefones celulares, a utilidade percebida dos anúncios e as normas sociais são os fatores com maior impacto na propensão dos adolescentes de aceitar anúncios por SMS.FUCAPE Business Shool2014-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/25310.15728/bbr.2014.11.4.6Brazilian Business Review; Vol. 11 No. 4 (2014): July to August 2014; 130-150Brazilian Business Review; v. 11 n. 4 (2014): Julho a Agosto de 2014; 130-1501808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/253/383http://www.bbronline.com.br/index.php/bbr/article/view/253/384Hor-Meyll, Luis FernandoLima, Marcel Correia deFerreira, Jorge Brantesinfo:eu-repo/semantics/openAccess2018-11-06T19:50:26Zoai:ojs.pkp.sfu.ca:article/253Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:50:26BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
Por Que Devo Aceitar Anúncios no Meu Celular? Fatores que Afetam a Aceitação por Adolescentes Brasileiros
title Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
spellingShingle Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
Hor-Meyll, Luis Fernando
Mobile devices
Advertising
Direct marketing
Mobile marketing
Technology acceptance
Dispositivos móveis
Propaganda
Marketing direto
Marketing móvel
Aceitação de tecnologia
title_short Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
title_full Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
title_fullStr Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
title_full_unstemmed Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
title_sort Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers
author Hor-Meyll, Luis Fernando
author_facet Hor-Meyll, Luis Fernando
Lima, Marcel Correia de
Ferreira, Jorge Brantes
author_role author
author2 Lima, Marcel Correia de
Ferreira, Jorge Brantes
author2_role author
author
dc.contributor.author.fl_str_mv Hor-Meyll, Luis Fernando
Lima, Marcel Correia de
Ferreira, Jorge Brantes
dc.subject.por.fl_str_mv Mobile devices
Advertising
Direct marketing
Mobile marketing
Technology acceptance
Dispositivos móveis
Propaganda
Marketing direto
Marketing móvel
Aceitação de tecnologia
topic Mobile devices
Advertising
Direct marketing
Mobile marketing
Technology acceptance
Dispositivos móveis
Propaganda
Marketing direto
Marketing móvel
Aceitação de tecnologia
description Among the more than six billion cellular phone lines in the world, around 220 million are found in Brazil. These numbers draw the attention of companies and academics, seeking to understand how cell phones can be used as an advertising media. This study sought to discover factors that could affect the intention of Brazilian teenagers to accept advertisements via SMS messages.  A survey was conducted on a sample of 385 students of a high school in Rio de Janeiro. The results of an analysis via structural equations suggest that attitude toward mobile advertising, perceived utility of the message and social norms are the factors with greater impact on the likelihood of teenagers to accept advertisements via SMS.
publishDate 2014
dc.date.none.fl_str_mv 2014-07-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/253
10.15728/bbr.2014.11.4.6
url http://www.bbronline.com.br/index.php/bbr/article/view/253
identifier_str_mv 10.15728/bbr.2014.11.4.6
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/253/383
http://www.bbronline.com.br/index.php/bbr/article/view/253/384
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 11 No. 4 (2014): July to August 2014; 130-150
Brazilian Business Review; v. 11 n. 4 (2014): Julho a Agosto de 2014; 130-150
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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