Message-driven factors influencing opening and forwarding of mobile advertising messages
by Silvia Sanz-Blas; Carla Ruiz-Mafé; José Martí-Parreño
International Journal of Mobile Communications (IJMC), Vol. 13, No. 4, 2015

Abstract: This work aims to analyse the influence of message-driven factors - informativeness, ubiquity, frequency and personalisation - 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 towards mobile advertising. Attitude has a significant effect on acceptance of mobile advertising messages. Message-driven factors - in a direct way and indirectly through attitude towards mobile - lead to consumer opening and forwarding mobile advertising messages.

Online publication date: Fri, 26-Jun-2015

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