Spanish teenagers´ attitude and acceptance of mobile advertising

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Martí Parreño, José; Sanz Blas, Silvia; Ruiz Mafé, Carla;
  • Subject: Publicidad - Estrategia | Publicidad | Comunicación de masas

The 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 (informativenes... View more
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