<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The pilot research is often intended to gather preliminary information and is usually based on a small set of observations to help decide how to conduct a more extensive study. The present pilot study is intended to provide preliminary results regarding various aspects of mobile advertising perceptions for young people. The objective of this pilot study is also to conduct the initial analysis of the relationships and impact of predecessors (influencing factors) on the attitudes towards mobile advertising and further on the perceived usefulness of mobile advertising among young people. Results show that the objectives of the pilot study have been fulfilled. They are crucial for continuing the main research on the importance of factors affecting the positive perception of the usefulness of mobile advertising among students and for designers of communication channels for the younger generation.</p>
</abstract>

The pilot research is often intended to gather preliminary information and is usually based on a small set of observations to help decide how to conduct a more extensive study. The present pilot study is intended to provide preliminary results regarding various aspects of mobile advertising perceptions for young people. The objective of this pilot study is also to conduct the initial analysis of the relationships and impact of predecessors (influencing factors) on the attitudes towards mobile advertising and further on the perceived usefulness of mobile advertising among young people. Results show that the objectives of the pilot study have been fulfilled. They are crucial for continuing the main research on the importance of factors affecting the positive perception of the usefulness of mobile advertising among students and for designers of communication channels for the younger generation.

A Pilot Study of Some Aspects of the Perceived Usability of Mobile Advertising Among Students

Naše gospodarstvo/Our economy

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The pilot research is often intended to gather preliminary information and is usually based on a small set of observations to help decide how to conduct a more...

A Pilot Study of Some Aspects of the Perceived Usability of Mobile Advertising Among Students

Published Online: Oct 15, 2022

Page range: 50 - 60

Received: Jun 01, 2022

Accepted: Aug 01, 2022

DOI: https://doi.org/10.2478/ngoe-2022-0017

Keywords
Mobile advertising, Pilot study, Students, Younger generation

© 2022 Maja Rožman, et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

A Pilot Study of Some Aspects of the Perceived Usability of Mobile Advertising Among Students

Published Online: Oct 15, 2022

Page range: 50 - 60

Received: Jun 01, 2022

Accepted: Aug 01, 2022

DOI: https://doi.org/10.2478/ngoe-2022-0017

KeywordsMobile advertising, Pilot study, Students, Younger generation

© 2022 Maja Rožman, et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Mobile advertising, Pilot study, Students, Younger generation