Spanish teenagers´ attitude and acceptance of mobile advertising
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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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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).