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

Authors: Silvia Sanz-Blas; Carla Ruiz-Mafé; José Martí-Parreño

Addresses: Faculty of Economy, Department of Marketing, Universidad de Valencia, Avda. de los Naranjos s/n, Valencia 46022, Spain ' Faculty of Economy, Department of Marketing, Universidad de Valencia, Avda. de los Naranjos s/n, Valencia 46022, Spain ' Faculty of Social Sciences, Department of Business, Universidad Europea de Valencia, General Elio 8, Valencia 46010, Spain

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.

Keywords: mobile advertising; mobile adverts; consumer attitudes; consumer acceptance; message-driven factors; opening; forwarding; consumer behaviour; informativeness; ubiquity; frequency; personalisation; Spain; teenagers; mobile users; advertising messages.

DOI: 10.1504/IJMC.2015.070058

International Journal of Mobile Communications, 2015 Vol.13 No.4, pp.339 - 357

Received: 06 May 2013
Accepted: 22 Apr 2014
Published online: 26 Jun 2015 *

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