Message-driven factors influencing opening and forwarding of mobile advertising messages
| Autor: | Carla Ruiz-Mafe, José Martí-Parreño, Silvia Sanz-Blas |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Computer Networks and Communications Computer science business.industry Mobile advertising Internet privacy Teléfono movil - Marketing Sample (statistics) Computer Science Applications Personalization Comunicación en marketing Electrical and Electronic Engineering Dimension (data warehouse) Comunicación business Consumer behaviour |
| Zdroj: | International Journal of Mobile Communications. 13:339 |
| ISSN: | 1741-5217 1470-949X |
| DOI: | 10.1504/ijmc.2015.070058 |
| Popis: | 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 |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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