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dc.contributor.advisor Samarasinghe, ATLK
dc.contributor.author Ranathunga, RMKB
dc.date.accessioned 2014-08-07T10:28:40Z
dc.date.available 2014-08-07T10:28:40Z
dc.date.issued 2014-08-07
dc.identifier.uri http://dl.lib.mrt.ac.lk/handle/123/10415
dc.description.abstract The ubiquity of messaging and WAP based mobile communication creates new opportunities for marketers. The increasing adoption of mobile telephony and ongoing diffusion of mobile phones have encouraged marketers to advertise through the Mobile. However, there are no studies being conducted about Sri Lankan mobile users' willingness to accept mobile advertising. In addition, the factors that induce consumers to accept mobile devices as an advertising medium are not yet fully understood. The purpose of this study is to measure the Sri Lankan mobile users' acceptability on Mobile Advertising based on the unconscious factors and measure the perceived importance of conscious factors in Mobile advertising. Also a new business model is proposed in this, for the Sri Lankan Mobile advertising industry. An integration of qualitative and quantitative approaches is followed in this research. The strategy of enquiry is sequential and exploratory. This strategy includes three phases. Preliminary study is based on the unstructured interviews carried out with a focus group from the industry .The second phase begins with literature synthesis of factors impacting on consumers' acceptability on Mobile Advertising and the research model is developed. The validation of the research model is done via an industry expert focus group. Then the consumers' acceptability and perceived importance are investigated through empirical data from a survey questionnaire. Third phase of the study proposes a new business model, based on this conscious factor and unconscious factor analysis in the second stage, along with the current business model analysis and business models used in other countries for Mobile Advertising. The second stage of the study reveals Sri Lankan mobile users are willing to accept the reception of advertisements through mobile phones. It is revealed that Sri Lankan mobile users slightly agree to receive Mobile Advertisements, which are from a familiar brand of product or service and advertisements relevant to customers. Even though Sri Lankan Mobile users' attitude is positive for Mobile Advertising as per this study, it also suggests the option to control the reception of Mobile Advertisements is highly required. The business model proposed in the third phase for the Sri Lankan Mobile advertising industry is a hybrid business model, where mobile network operators and application providers play a combined role in the value chain. en_US
dc.language.iso en en_US
dc.title Opportunities for mobile advertising in Sri Lanka en_US
dc.type Thesis-Abstract en_US
dc.identifier.faculty Engineering en_US
dc.identifier.degree Master of Business Administration in Management of Technology en_US
dc.identifier.department Management of Technology en_US
dc.date.accept 2010
dc.identifier.accno 100827 en_US


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