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Uticaj Internet Oglašavanja Putem Pametnih Telefona Na Materijalizam Potrošača (The Influence Of Mobile Advertising On Materialism)

Author

Listed:
  • Vanja Kovač
  • Goran Petković

Abstract

U savremenom svetu internet oglašavanje putem pametnih telefona, odnosno mobilno oglašavanje, postalo je neizostavan i direktan put do ciljne publike. Iako je danas mobilno oglašavanje jedan od najefikasnijih načina plasiranja proizvoda i usluga, to je relativno nova oblast, široka, dinamična i nedovoljno istražena u odnosu na, primera radi, TV oglašavanje. Iz tog razloga postoji neprestana potreba za novim informacijama iz ove sfere, koje će, između ostalog, doprineti boljoj marketinškoj strategiji i, na kraju, većoj potrošnji. U tom slučaju, kada je potrošnja cilj, materijalizam se pojavljuje kao njegova posledica. U skladu sa tim je ideja ove studije bila da ispita i razume uzročnost između mobilnog oglašavanja i materijalizma. Ovo istraživanje je, upoređujući podatke dobijene u urbanoj i ruralnoj sredini, potvrdilo početnu hipotezu da izloženost internet oglašavanju putem pametnih telefona zaista utiče na materijalističko ponašanje potrošača. Odgovori su prikupljeni su na teritoriji Beograda (Srbija) i u ruralnom području Bosne i Hercegovine.

Suggested Citation

  • Vanja Kovač & Goran Petković, 2023. "Uticaj Internet Oglašavanja Putem Pametnih Telefona Na Materijalizam Potrošača (The Influence Of Mobile Advertising On Materialism)," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 48, pages 23-36, March.
    • Handle: RePEc:beo:ekidpr:y:2023:i:48:p:23-36
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    More about this item

    Keywords

    mobilno oglašavanje; materijalizam; ruralna i urbana sredina;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O18 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure

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