Sanz Blas, SilviaRuiz Mafé, CarlaMartí Parreño, José2015-10-132015-10-132015Sanz-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), 339-357.1741-52171470-949Xhttp://hdl.handle.net/11268/4385This 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.engjournal article10.1504/IJMC.2015.070058restricted accessComunicación en marketingTeléfono movil - MarketingMarketingComunicación