COMPARATIVE ANALYSIS OF THE INFLUENCE ON CONSUMERS VIA MOBILE PHONES AND COMPUTERS

Business operations are nowadays characterized by a rapid development of technology and marketers are therefore searching for most efficient methods for drawing the attention of consumers to their business and occupying a position in their consciousness. The possession and use of mobile phones have become an integral part of lives of all consumers. This work investigates whether there are any differences in the degree of influencing consumers who watch advertising content via their mobile phones, in comparison to the influence on those watching the same content on computers, and how big they are, as well as whether the opinion of respondents concerning interactivity (perceived interactivity) of the observed content differs from the actual, existing interactivity.