o:28672 Uticaj internet oglašavanja putem pametnih telefona na materijalizam potrošača The influence of mobile advertising on materialism sr APSTRAKT: U savremenom svetu internet oglašavanje putem pametnih telefona, odnosno mobilno oglašavanje, postalo je neizostavan i direktan put do ciljne publike. Iako je danas mobilno oglašavanje jedan od najefikasnijih načina plasiranja proizvoda i usluga, to je relativno nova oblast, široka, dinamična i nedovoljno istražena u odnosu na, primera radi, TV ogla- šavanje. Iz tog razloga postoji neprestana potreba za novim informacijama iz ove sfere, koje će, između ostalog, doprineti boljoj marketinškoj strategiji i, na kraju, većoj potroš- nji. U tom slučaju, kada je potrošnja cilj, materijalizam se pojavljuje kao njegova posledi- ca. U skladu sa tim je ideja ove studije bila da ispita i razume uzročnost između mobilnog oglašavanja i materijalizma. Ovo istraživanje je, upoređujući podatke dobijene u urbanoj i ruralnoj sredini, potvrdilo početnu hipotezu da izloženost internet oglašavanju putem pametnih telefona zaista utiče na materijalističko ponašanje potrošača. Odgovori su pri- kupljeni su na teritoriji Beograda (Srbija) i u ruralnom području Bosne i Hercegovine. ABSTRACT: In the modern world, mobile advertising has become an indispensable and direct way to reach the target audience. Although today’s mobile advertising is one of the most effec- tive ways of marketing products and services, it is a relatively new field. It is also a broad, dynamic, and insufficiently researched concept compared to TV advertising, for example. For this reason, there is a constant need for new information, which, among other things, will contribute to a better marketing strategy and, in the end, higher consumption. In that case, when consumption is the goal, materialism appears as its consequence. Accord- ingly, the idea of this study was to examine and understand the causality between mobile advertising and materialism. This research, comparing data obtained in urban and rural environments, confirmed the initial hypothesis that exposure to mobile advertisements does indeed influence materialistic behavior. The answers were collected in the territory of Belgrade, Serbia and in the rural area of Bosnia and Herzegovina. KLJUČNE REČI: MOBILNO OGLAŠAVANJE, MATERIJALIZAM, RURALNA I URBANA SREDINA KEYWORDS: MOBILE ADVERTISEMENTS, MATERIALISM, RURAL AND URBAN ENVIRONMENT 1552099 10.54318/eip.2023.vk.335 1552101 2217-6217 2023-04-07T09:48:48.119Z 44 no 46 Vanja Kovač Goran Petković Univerzitet u Beogradu Ekonomski fakultet person 12635751 0000-0001-7304-9751 application/pdf 468479 https://phaidrabg.bg.ac.rs/o:28672 no yes 1 70 92000001 11A03 Ekonomske ideje i praksa 48 23 36 2023