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Empirical Research on the Relationship between Consumer Attitudes and Values towards Advertisements by Mobile Operators

Author

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  • Lyubomira Spasova

    (Department of Social Sciences and Business Language Training, Trakia University, Stara Zagora, Bulgaria)

Abstract

The purpose of this article is to present research on consumer attitudes to mobile operator advertising, as well as their relationship with components of the value of consumers of mobile products and services. The Petty and Cacioppo’s Elaboration Likelihood Model of Persuasion, which examines the variability of attitudes toward advertising, as well as the Schwartz method for changing values, are applied. The obtained results clearly show the presence of a relationship between the studied indicators, as well as behavioral changes in the individual target groups. The leading summary is that females aged 21 to 24 are more strongly influenced by advertising of mobile operators and the same target group shows higher values for establishing benevolence towards different family members and universalism as shows tolerance to the needs of representatives of individual social groups.

Suggested Citation

  • Lyubomira Spasova, 2021. "Empirical Research on the Relationship between Consumer Attitudes and Values towards Advertisements by Mobile Operators," Business & Management Compass, University of Economics Varna, issue 3, pages 277-293.
    • Handle: RePEc:vrn:journl:y:2021:i:3:p:277-293
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    More about this item

    Keywords

    persuasive influence; cognitive and affective attitudes; behavioral changes;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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