2026-04-17T23:18:40Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/47222022-04-29T12:22:29Zcom_10259_4596com_10259.4_2574com_10259.4_106com_10259_2604col_10259_4597

Martínez Ruiz, María Pilar . 85aa6d7c-0065-45be-8488-e29b539fc933 500 Izquierdo Yusta, Alicia 300 500 0000-0001-5894-6577 Olarte Pascual, Cristina . c23660fe-a906-4bae-bf0f-aa357001ba33 500 Reinares Lara, Eva . 168ccd92-21cf-43d6-b813-527b6a42571b 500 2018-02-02T09:41:52Z 2018-02-02T09:41:52Z 2017-01 1664-1078 http://hdl.handle.net/10259/4722 10.3389/fpsyg.2016.02018 Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variables simultaneously. The present research therefore sought to deepen understanding of the antecedents and consequences of attitudes toward permission-based mobile advertising. More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the bridges between these attitudes and consumers' intentions upon receiving advertising on their mobile devices. To this end, a causal model was proposed and tested with a sample of 612 mobile phone users that was collected from a panel of Spanish adults who receive advertising on their mobile phones in the form of SMS text messages. The structural model used was validated using the partial least squares (PLS) regression technique. The results show that the greatest influence was that exerted by positive emotions on feelings, suggesting that positive emotions have an indirect effect on attitude toward mobile advertising. This influence was even greater than their direct effect. Another important, though less powerful, effect was the influence of attitude on behavioral intentions to receive mobile advertising. In contrast, the influence of cognitive variables on attitude was less relevant. This work was funded by the Spanish Ministry of Economy and Competitiveness under Research Project ECO2014-59688-R,“National Program for Research, Develop and Innovation Oriented toward Societal Challenges, ”within the context of the 2013-2016 National Scientific and Technical Research and Innovation Plan. application/pdf eng Frontiers Media Frontiers in Psychology. 2017, V. 7, art. 2018 https://doi.org/10.3389/fpsyg.2016.02018 info:eu-repo/grantAgreement/MINECO/ECO2014-59688-R Attribution 4.0 International http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess antecedents consequences attitude mobile advertising permission marketing emotions feelings Comercio Commerce Do affective variables make a difference in consumers behavior toward mobile advertising? info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion CC-LICENSE license_rdf license_rdf application/rdf+xml; charset=utf-8 908 https://riubu.ubu.es/bitstream/10259/4722/8/license_rdf 0175ea4a2d4caec4bbcc37e300941108 MD5 8 THUMBNAIL Martínez-FP_2017.pdf.jpg Martínez-FP_2017.pdf.jpg IM Thumbnail image/jpeg 4558 https://riubu.ubu.es/bitstream/10259/4722/7/Mart%c3%adnez-FP_2017.pdf.jpg 10663fd59430c1cc5bd67d9a4205ccf2 MD5 7 ORIGINAL Martínez-FP_2017.pdf Martínez-FP_2017.pdf application/pdf 404261 https://riubu.ubu.es/bitstream/10259/4722/1/Mart%c3%adnez-FP_2017.pdf eee38cc79c73f9d0a2f48245ce53d334 MD5 1 LICENSE license.txt license.txt text/plain; charset=utf-8 999 https://riubu.ubu.es/bitstream/10259/4722/5/license.txt b295bcbce42e2caabeb0c623d3860c06 MD5 5 TEXT Martínez-FP_2017.pdf.txt Martínez-FP_2017.pdf.txt Extracted text text/plain 63981 https://riubu.ubu.es/bitstream/10259/4722/6/Mart%c3%adnez-FP_2017.pdf.txt 105e63a0ca79385f9ea1443f8da1d88d MD5 6 10259/4722 oai:riubu.ubu.es:10259/4722 2022-04-29 14:22:29.033 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es 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