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Spanish teenagers´ attitude and acceptance of mobile advertising
Use this identifier to cite or link to this item:
http://hdl.handle.net/11268/4128
Date:
2012
UNESCO Subject:
Publicidad
UNESCO Subject: Comunicación de masas
UNESCO Subject: Comunicación de masas
Type:
article
Editor's version:
https://faculty.utrgv.edu/louis.falk/ijir/IJIRaug12.pdf#page=72
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Abstract:
The aim of this research is to test the main message-driven factors influencing consumer attitude and acceptance of mobile advertising. A conceptual model is developed – and empirically tested to examine the influence of four message-driven factors (informativeness, ubiquity, frequency,
and personalization) as antecedents of consumer attitude and behavior towards mobile
advertising messages.
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