2024-03-29T06:31:16Zhttps://riubu.ubu.es/oai/requestoai: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 .
Izquierdo Yusta, Alicia
Olarte Pascual, Cristina .
Reinares Lara, Eva .
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.
eng
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
Attribution 4.0 International
antecedents
consequences
attitude
mobile advertising
permission marketing
emotions
feelings
Do affective variables make a difference in consumers behavior toward mobile advertising?
info:eu-repo/semantics/article