Message-driven factors influencing opening and forwarding of mobile advertising messages
| dc.contributor.author | Sanz Blas, Silvia | |
| dc.contributor.author | Ruiz Mafé, Carla | |
| dc.contributor.author | Martí Parreño, José | |
| dc.date.accessioned | 2015-10-13T07:23:38Z | |
| dc.date.available | 2015-10-13T07:23:38Z | |
| dc.date.issued | 2015 | |
| dc.description.abstract | This work aims to analyse the influence of message-driven factors -informativeness, ubiquity, frequency and personalization- on consumer attitude and behaviour -opening and forwarding- towards mobile advertising messages. A theoretical model was developed and empirically tested using a sample of 355 Spanish teenager mobile users. Findings show that frequency is the dimension accounting the most -and significantly- of the four message-driven factors analysed on attitude toward mobile advertising. Attitude has a significant effect on acceptance of mobile advertising messages. Message-driven factors – in a direct way and indirectly through attitude toward mobile - lead to consumer opening and forwarding mobile advertising messages. | spa |
| dc.description.filiation | UEV | spa |
| dc.description.impact | 0.765 JCR (2015) Q3, 47/79 Communication | spa |
| dc.identifier.citation | Sanz-Blas, S., Ruiz-Mafé, C., & Martí-Parreño, J. (2015). Message-driven factors influencing opening and forwarding of mobile advertising messages. International Journal of Mobile Communications, 13(4), 339-357. | spa |
| dc.identifier.doi | 10.1504/IJMC.2015.070058 | |
| dc.identifier.issn | 1741-5217 | |
| dc.identifier.issn | 1470-949X | |
| dc.identifier.uri | http://hdl.handle.net/11268/4385 | |
| dc.language.iso | eng | spa |
| dc.peerreviewed | Si | spa |
| dc.rights.accessRights | restricted access | spa |
| dc.subject.uem | Comunicación en marketing | spa |
| dc.subject.uem | Teléfono movil - Marketing | spa |
| dc.subject.unesco | Marketing | spa |
| dc.subject.unesco | Comunicación | spa |
| dc.title | Message-driven factors influencing opening and forwarding of mobile advertising messages | spa |
| dc.type | journal article | spa |
| dspace.entity.type | Publication | |
| relation.isAuthorOfPublication | ba51a661-8935-46fc-ab93-a1b1d14c502b | |
| relation.isAuthorOfPublication.latestForDiscovery | ba51a661-8935-46fc-ab93-a1b1d14c502b |