Use of Lifestyle Segmentation for Assessing Consumers’ Attitudes and Behavioral Outcomes towards Mobile Advertising
Purpose – Mobile communication has become an integral part of people’s lives in recent times. Consumers’ purchasing behaviors have been found to be influenced by their attitudes towards mobile advertising. This study explored the usability of lifestyle segmentation to find differences among consumer...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2018-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/311559 |