Mobile Advertising Message-Driven Factors: Effects on Consumer Attitude and Acceptance

Martí Parreño, JoséSanz Blas, SilviaRuiz Mafé, Carla2015-06-242015-06-242012Martí-Parreño, J., Sanz-Blea, S., & Ruiz-Mafé, C. (2012). Mobile advertising message-driven factors: Effects on consumer attitudeand acceptance. In M. A. Goralski, & P. LeBlanc (Eds). Business research yearbook: Business and global social responsibility (pp. 394-401).188975417Xhttp://hdl.handle.net/11268/4103spaMobile Advertising Message-Driven Factors: Effects on Consumer Attitude and Acceptancebook partrestricted accessMarketing - InvestigaciónMarketingEstudio de mercado