publication . Part of book or chapter of book . Article . 2011

Proposing a Hierarchical Utility Package with Reference to Mobile Advertising

Shalini N. Tripathi; Masood H Siddiqui;
Open Access
  • Published: 01 Jan 2011
  • Publisher: IGI Global
<jats:p>Mobile advertising is a powerful tool for direct and interactive marketing. However effective marketing requires examining consumers’ psyche. This study proposes a hierarchical utility package (in the consumers’ perception) with reference to mobile advertising, thus enhancing its acceptance. Confirmatory factor analysis revealed four consolidated utility dimensions (with reference to mobile advertising). Binary logistic regression was used to create a hierarchical utility package with respondents giving the highest priority to Customization rather than Location based messaging, followed by Incentives and Session based messages. By incorporating the utili...
free text keywords: Management Information Systems, Computer Science Applications, Competitive advantage, Personalization, Advertising, Mobile advertising, Interactive marketing, Confirmatory factor analysis, Perception, media_common.quotation_subject, media_common, Incentive, Analytic hierarchy process, Computer science
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