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

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Sanz Blas, Silvia; Ruiz Mafé, Carla; Martí Parreño, José;

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 empiricall... View more
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