Electronic Theses and Dissertations

Identifier

841

Date

2013

Document Type

Thesis

Degree Name

Master of Arts

Major

Journalism

Committee Chair

Sandra Utt

Committee Member

Carrie Brown-Smith

Committee Member

Rick Fischer

Abstract

Building from the Technology Acceptance Model, this exploratory study sought to determine smartphone users' acceptance of two advertising intermediaries: Scan and Shazam. These two mobile applications were on the forefront of mobile advertising for the past few years; however, professionals continued to discuss whether consumers would increasingly use these applications to facilitate their advertising or purchasing experiences. Three focus groups, consisting of 18- to 24-year-old daily smartphone application users, were conducted to assess the acceptance of Scan and Shazam based on perceived usefulness and perceived ease of use. Results indicated that while both Scan and Shazam were easy to use, each application's usefulness in regards to advertising was not as clear. Strong interest in a product, service, or business was necessary for use of either application, and in some cases, curiosity alone was a factor. Advertising medium and application-specific capabilities also determined usefulness.

Comments

Data is provided by the student.

Library Comment

Dissertation or thesis originally submitted to the local University of Memphis Electronic Theses & dissertation (ETD) Repository.

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