The Consumer Attitudes towards Modern Mobile Marketing Tools Cover Image

Postawy konsumenckie wobec nowoczesnych narzędzi marketingu mobilnego
The Consumer Attitudes towards Modern Mobile Marketing Tools

Author(s): Bogdan Gregor, Emilian Gwiaździński
Subject(s): Economy, Marketing / Advertising, Business Ethics, Socio-Economic Research
Published by: Społeczna Akademia Nauk
Keywords: consumer attitudes; mobile marketing; modern tools; new consumer; augmented reality

Summary/Abstract: The authors of this article, in response to the general digital transformation of the economy and the phenomenon of smartphones, have made attempts to identify the attitudes of consumer representatives of generations X, Y and Z towards modern mobile marketing tools. The results of the empirical study indicate that despite the widespread opinions about generation X, their attitudes are quite similar to those of generation Y. It is also worth noting that of these tools, the lowest values of attitudes, based on the results of Fishbein’s and Ajzen’s multi-aspect model of attitudes, occurred towards augmented reality and iBeacon technology, both in older and newer generations. When looking for the reasons for this result, one has to take into account the fact that these technologies, despite being onthe market for some time, are quite uncommon. Companies from the technology industriesare only just implementing and testing solutions based on these technologies, so that they may still be little known among consumers.

  • Issue Year: 20/2019
  • Issue No: 8
  • Page Range: 147-160
  • Page Count: 14
  • Language: Polish