Martí Parreño, JoséSanz Blas, SilviaRuiz Mafé, Carla2015-06-242015-06-242012Martí-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).2165-3240http://hdl.handle.net/11268/4128The 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.engjournal articleopen accessPublicidad - EstrategiaPublicidadComunicación de masas