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 |
2165-3240 |
|
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.relation.publisherversion |
https://faculty.utrgv.edu/louis.falk/ijir/IJIRaug12.p df#page=72 |
|
dc.peerreviewed |
Si |
spa |