The Effects of Mobile Advertising on Consumers' Attitudes Toward the Advertising and Purchase Behavior in South Korea and the United States

Simple item page
dc.contributor.advisorRao, Sandhya
dc.contributor.authorPark, SangHee
dc.contributor.committeeMemberCi, Cunhyeong
dc.contributor.committeeMemberMuk, Alexander
dc.date.accessioned2020-08-03T14:58:42Z
dc.date.available2020-08-03T14:58:42Z
dc.date.issued2009-12
dc.description.abstractThis study examined the effectiveness of advertising on mobile phones among college students in South Korea and the United States. To analyze the effect of mobile phone advertising, this study adopted the uses and gratifications theory, and the technology acceptance model (TAM) as the theoretical framework. A total of 253 students completed the survey in South Korea and the United States. Respondents in the United States used mobile phones more frequently than respondents in South Korea. However, South Korean respondents were exposed to mobile advertising messages more than the United States respondents. Although respondents in South Korea received mobile advertising messages more than respondents in the United States, the United States respondents’ attitudes toward advertising messages were more positive than South Korean respondents’ attitudes. Also, the United States respondents purchased products on their mobile phones connected to mobile phone advertising messages more than South Korean respondents.
dc.description.departmentJournalism and Mass Communication
dc.formatText
dc.format.extent75 pages
dc.format.medium1 file (.pdf)
dc.identifier.citationPark, S. H. (2009). The effects of mobile advertising on consumers' attitudes toward the advertising and purchase behavior in South Korea and the United States (Unpublished thesis). Texas State University-San Marcos, San Marcos, Texas.
dc.identifier.urihttps://hdl.handle.net/10877/12294
dc.language.isoen
dc.subjectmarketing
dc.subjectmobile communication systems
dc.subjectcollege students
dc.subjectUnited States
dc.subjectSouth Korea
dc.subjectadvertising
dc.subjectpublic opinion
dc.subjectconsumer behavior
dc.titleThe Effects of Mobile Advertising on Consumers' Attitudes Toward the Advertising and Purchase Behavior in South Korea and the United States
dc.typeThesis
thesis.degree.departmentJournalism and Mass Communication
thesis.degree.grantorTexas State University-San Marcos
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

Files

Original bundle

Now showing 1 - 1 of 1
Thumbnail Image
Name:
Park_SangHee_2009.pdf
Size:
1.72 MB
Format:
Adobe Portable Document Format
Download

Collections

Graduate Theses and Dissertations