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Spanish teenagers´ attitude and acceptance of mobile advertising

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dc.contributor.author Martí Parreño, José
dc.contributor.author Sanz Blas, Silvia
dc.contributor.author Ruiz Mafé, Carla
dc.date.accessioned 2015-06-24T13:52:28Z
dc.date.available 2015-06-24T13:52:28Z
dc.date.issued 2012
dc.identifier.citation Martí-Parreño, J., Sanz-Blas, S., y Ruiz-Mafé, C. (2012). Spanish teenagers´ attitude and acceptance of mobile advertising. International Journal of Interdisciplinary Research, 1(1). spa
dc.identifier.issn 21653240
dc.identifier.uri http://hdl.handle.net/11268/4128
dc.description.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. spa
dc.language.iso eng spa
dc.title Spanish teenagers´ attitude and acceptance of mobile advertising spa
dc.type article spa
dc.description.impact No data (2012) spa
dc.rights.accessRights openAccess spa
dc.subject.uem Publicidad - Estrategia spa
dc.subject.unesco Publicidad spa
dc.subject.unesco Comunicación de masas spa
dc.description.filiation UEV spa
dc.peerreviewed Si spa


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