IDENTIFYING AND RANKING THE FACTORS AFFECTING ATTITUDES TOWARD MOBILE ADVERTISING, USING A FUZZY ANALYTIC HIERARCHY PROCESS APPROACH

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.

SALIMIFARD KHODAKARAM; POURDEHGHAN ADEL

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

Journal Paper

Paper Information

Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:3 | Issue:6 Page(s): 0-0

Download Full-Text

Persian Verion

View:

595

Download:

Cites:

Information Journal Paper

Title

IDENTIFYING AND RANKING THE FACTORS AFFECTING ATTITUDES TOWARD MOBILE ADVERTISING, USING A FUZZY ANALYTIC HIERARCHY PROCESS APPROACH

Author(s)

SALIMIFARD KHODAKARAM | POURDEHGHAN ADEL | Issue Writer Certificate

Keywords

ATTITUDES TOWARDS MOBILE ADVERTISING

MARKETING

FUZZY HIERARCHY ANALYTIC PROCESS (FAHP)

INDIVIDUAL FACTORS

MESSAGE FACTORS

SOCIAL ENVIRONMENTAL FACTORS

Abstract

Mobile phones have provided ubiquitous channel for MARKETING activities and maintaining relationship with customers. Due to the vast uses of mobile phones, understanding the factors affecting customers’ attitudes towards the use of new advertising tools seems critical. The main objective of this study is, identifying and ranking factors that influence attitudes toward mobile advertising, from experts’ point of view. This ranking can in turn solve some of the problems concerning the attitude toward mobile advertising, and help managers to approach mobile commerce. Since fuzzy theory is more suitable than the logical theory approach to measure verbal variables, this study uses the fuzzy hierarchy analytic process (FAHP) technique to investigate and prioritize factors and components that influence attitudes toward mobile advertising. The findings show that among the factors that influence attitudes toward mobile advertising, the "overall attitude toward advertising", "level of knowledge" and "valuableness" have the greatest importance and "presenting time" and "reference groups" are less important in influencing ATTITUDES TOWARDS MOBILE ADVERTISING.

Cites

No record.

References

No record.

Cite

APA: Copy

SALIMIFARD, KHODAKARAM, & POURDEHGHAN, ADEL. (2016). IDENTIFYING AND RANKING THE FACTORS AFFECTING ATTITUDES TOWARD MOBILE ADVERTISING, USING A FUZZY ANALYTIC HIERARCHY PROCESS APPROACH. JOURNAL OF BRAND MANAGEMENT, 3(6 ), 0-0. SID. https://sid.ir/paper/362957/en

Vancouver: Copy

SALIMIFARD KHODAKARAM, POURDEHGHAN ADEL. IDENTIFYING AND RANKING THE FACTORS AFFECTING ATTITUDES TOWARD MOBILE ADVERTISING, USING A FUZZY ANALYTIC HIERARCHY PROCESS APPROACH. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;3(6 ):0-0. Available from: https://sid.ir/paper/362957/en

IEEE: Copy

KHODAKARAM SALIMIFARD, and ADEL POURDEHGHAN, “IDENTIFYING AND RANKING THE FACTORS AFFECTING ATTITUDES TOWARD MOBILE ADVERTISING, USING A FUZZY ANALYTIC HIERARCHY PROCESS APPROACH,” JOURNAL OF BRAND MANAGEMENT, vol. 3, no. 6 , pp. 0–0, 2016, [Online]. Available: https://sid.ir/paper/362957/en

Related Journal Papers