移动广告技术对千禧一代社会行为的作用

2014 International Conference on Computer, Communications, and Control Technology (I4CT) Pub Date : 2014-10-02 DOI:10.1109/I4CT.2014.6914147

M. F. Kamaruzaman, I. H. Zainol

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引用次数: 3

摘要

本研究调查了面向千禧一代的移动广告的基本媒介。移动广告已经成为营销人员接触终端用户的重要工具。对于千禧一代来说，手机的使用正在经历一场革命，它不仅仅是对话、教育、社交网络的工具，也是娱乐的工具，这就催生了移动广告的出现。然而，千禧一代的反应不确定发送给他们的广告是否有效。因此，为了验证对移动广告的接受程度以及影响反应的文化，进行了初步的问卷调查、访谈和案例研究。影响力文化包括信息性、社会影响力和成本。结果表明，大多数受访者对移动广告持乐观态度。许多人同意有趣的指定广告会吸引他们更多地注意广告。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The role of mobile advertising technology towards millennial social behavior

This research investigated the essential medium for mobile advertising towards the millennial. Mobile advertising has become a significant instrument for the marketers to get in touch with the end users. The usage of mobile phones to the millennial are experience a revolution where it is not just an instrument for conversation, education, social networking but entertainment as well, which bestows the emergence of mobile advertising. However, the reactions of millennial are uncertain whether or not the commercial sent to them is effective. Hence, a preliminary questionnaire, interview and case study has been carried out in order to validate the acceptance towards mobile advertising and the culture that influences the response. The culture of influence may involve informativeness, social influence and cost. Result indicates that majority of the respondents have an optimistic attitude towards mobile advertising. Many agree that interesting designated advertisement will attract them to pay more attention to the advertisement.

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2014 International Conference on Computer, Communications, and Control Technology (I4CT)

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