¿Es efectiva la publicidad móvil?

  1. Küster Boluda, Inés 1
  2. Ruiz Mafé, Carla 1
  3. Damián Claudio, Christian
  1. 1 Universitat de València
    info
    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

    Geographic location of the organization Universitat de València
Journal:
Revista de ciencias sociales

ISSN: 1315-9518

Year of publication: 2017

Volume: 23

Issue: 1

Pages: 22-33

Type: Article

DOI: 10.31876/RCS.V23I1.24942 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista de ciencias sociales

Abstract

Although mobile marketing is one of the strategic services related to advertising communication, nowadays there are few studies that analyse its efficacy determinants. The aim of this paper is to study the mobile advertising efficacy, by an explanatory model of the impact of factors that can be controlled or not by the advertiser on attitudes toward mobile advertising and on purchase intention of the advertised brands. The relationships testing done using a sample of 208 consumers (with user experience of mobile advertising) evidence that entertainment, customization, attitude toward advertising in general and consumer irritation factors with significant influence on the attitude towards mobile advertising. It also demonstrates the effectiveness of the classical advertising model (Batra and Ray, 1986) applied to the mobile context. Results allow us to conclude that customization and entertainment are key factors in mobile advertising efficacy.

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