THE IMPACT OF COGNITIVE AND AFFECTIVE FACTORS ON ATTITUDE AND ACCEPTANCE OF MOBILE ADVERTISING

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

TAGHAVI HADI; JAFARI SEYED MOHAMMADBAGHER; MOUSAVI SANI BAGHSIAHI SEYED MORTEZA

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2017 | Volume:7 | Issue:2 (25) Page(s): 167-191

Download Full-Text

Persian Verion

View:

1,457

Download:

Cites:

Information Journal Paper

Title

THE IMPACT OF COGNITIVE AND AFFECTIVE FACTORS ON ATTITUDE AND ACCEPTANCE OF MOBILE ADVERTISING

Author(s)

TAGHAVI HADI | JAFARI SEYED MOHAMMADBAGHER | MOUSAVI SANI BAGHSIAHI SEYED MORTEZA | Issue Writer Certificate

Keywords

MOBILE ADVERTISINGQ2

ATTITUDE TO ADVERTISINGQ1

ACCEPTANCE ADVERTISINGQ1

IRRITATIONQ1

DEMOGRAPHIC FACTORSQ1

Abstract

Today, due to increasing spread of usage, mobile phone has become a popular media for advertisers. Advertisement through mobile is one of the modern advertising methods. According to the newness of this media, still affective factors on advertising adoption are not obvious for businesses and advertisers. The developed research model in this study includes the cognitive and affective factors, attitude, DEMOGRAPHIC FACTORS and acceptance of MOBILE ADVERTISING. This research is an applied one in terms of objective and survey in terms of data collection. A sample of 392 mobile users was chosen in Qom city using judgment sampling method and the required data was collected using questionnaire. The collected data was analyzed using structural equation modeling via Smart PLS software. The results showed that affective and cognitive factors have a significant impact on the acceptance of MOBILE ADVERTISING. Moreover, DEMOGRAPHIC FACTORS have not a significant moderating effect on the relationship between attitude and willingness to accept. Due to emerging of this media in Iran, the results can be interpreted and generalized.

Cites

No record.

References

No record.

Cite

APA: Copy

TAGHAVI, HADI, JAFARI, SEYED MOHAMMADBAGHER, & MOUSAVI SANI BAGHSIAHI, SEYED MORTEZA. (2017). THE IMPACT OF COGNITIVE AND AFFECTIVE FACTORS ON ATTITUDE AND ACCEPTANCE OF MOBILE ADVERTISING. NEW MARKETING RESEARCH JOURNAL, 7(2 (25) ), 167-191. SID. https://sid.ir/paper/194514/en

Vancouver: Copy

TAGHAVI HADI, JAFARI SEYED MOHAMMADBAGHER, MOUSAVI SANI BAGHSIAHI SEYED MORTEZA. THE IMPACT OF COGNITIVE AND AFFECTIVE FACTORS ON ATTITUDE AND ACCEPTANCE OF MOBILE ADVERTISING. NEW MARKETING RESEARCH JOURNAL[Internet]. 2017;7(2 (25) ):167-191. Available from: https://sid.ir/paper/194514/en

IEEE: Copy

HADI TAGHAVI, SEYED MOHAMMADBAGHER JAFARI, and SEYED MORTEZA MOUSAVI SANI BAGHSIAHI, “THE IMPACT OF COGNITIVE AND AFFECTIVE FACTORS ON ATTITUDE AND ACCEPTANCE OF MOBILE ADVERTISING,” NEW MARKETING RESEARCH JOURNAL, vol. 7, no. 2 (25) , pp. 167–191, 2017, [Online]. Available: https://sid.ir/paper/194514/en

Related Journal Papers