Date of Award
Master of Arts
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.
dissertation or thesis originally submitted to the local University of Memphis Electronic Theses & dissertation (ETD) Repository.
Block, Brittney Chantelle, "Mobile Applications and Advertising: Scan vs. Shazam" (2013). Electronic Theses and Dissertations. 703.