publication . Other literature type . Article . 2015

Message-driven factors influencing opening and forwarding of mobile advertising messages

JOSE MARTI; carla ruiz mafe;
Open Access
  • Published: 01 Jan 2015
  • Publisher: Inderscience Publishers
  • Country: Spain
This 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 - ...
free text keywords: Comunicación en marketing, Teléfono movil - Marketing, Marketing, Comunicación
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