6533b839fe1ef96bd12a5b03
RESEARCH PRODUCT
Message-driven factors influencing opening and forwarding of mobile advertising messages
Carla Ruiz-mafeJosé Martí-parreñoSilvia Sanz-blassubject
MarketingComputer Networks and CommunicationsComputer sciencebusiness.industryMobile advertisingInternet privacyTeléfono movil - MarketingSample (statistics)Computer Science ApplicationsPersonalizationComunicación en marketingElectrical and Electronic EngineeringDimension (data warehouse)ComunicaciónbusinessConsumer behaviourdescription
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 - lead to consumer opening and forwarding mobile advertising messages. 0.765 JCR (2015) Q3, 47/79 Communication UEV
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2015-01-01 | International Journal of Mobile Communications |