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.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.description.filiation | UEV | spa |
| dc.description.impact | No data (2012) | spa |
| 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.language.iso | eng | spa |
| dc.peerreviewed | Si | spa |
| dc.relation.publisherversion | https://faculty.utrgv.edu/louis.falk/ijir/IJIRaug12.pdf#page=72 | |
| dc.rights.accessRights | open access | spa |
| dc.subject.uem | Publicidad - Estrategia | spa |
| dc.subject.unesco | Publicidad | spa |
| dc.subject.unesco | Comunicación de masas | spa |
| dc.title | Spanish teenagers´ attitude and acceptance of mobile advertising | 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 |