Spanish teenagers´ attitude and acceptance of mobile advertising

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