Key factors of teenagers' mobile advertising acceptance

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Martí Parreño, José; Sanz Blas, Silvia; Ruiz Mafé, Carla; Aldás Manzano, Joaquín;
(2013)

Purpose – The purpose of this paper is to analyse key drivers of teenagers’ attitude toward mobile advertising and its effects on teenagers’ mobile advertising acceptance. Design/methodology/approach – A proposed model of affective (irritation and entertainment) a... View more
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