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Antecedents and Consequences of Attitude Toward Mobile Advertising: The Spanish Case Study

  • Conference paper
Soft Computing in Management and Business Economics

Part of the book series: Studies in Fuzziness and Soft Computing ((STUDFUZZ,volume 286))

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Abstract

The aim of this paper is to study in depth the antecedents and consequences of attitude toward mobile advertising. With this aim, a causal model for measuring attitudes and intentions toward mobile advertising will be tested. For this purpose, the theoretical model proposed considers the influence of Control, Reference groups, the perception of Added-value and the perception of Ease of use over the Attitudes toward mobile advertising, and the relationship of these Attitudes with the Emotions/Experiences and Intentions generated from it. The research has been conducted over a sample of 612 subjects that receive advertising on their mobile phone and are representative of the Spanish market. The results highlight that attitude exercises a positive influence on the intention of receiving mobile advertising.

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Authors and Affiliations

  1. The Universities of Burgos, La Rioja and Rey Juan Carlos, C/La Cigüeña, 60, 26004, Logroño, Spain

    Alicia Izquierdo-Yusta, Ma. Cristina Olarte-Pascual & Eva M. Reinares-Lara

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  1. Alicia Izquierdo-Yusta
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  2. Ma. Cristina Olarte-Pascual
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  3. Eva M. Reinares-Lara
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Correspondence to Alicia Izquierdo-Yusta .

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Editors and Affiliations

  1. Department of Business Administration, University of Barcelona, Av. Diagonal 690, Barcelona, 08034, Spain

    Anna M. Gil-Lafuente

  2. Department of Business Administration, University of Barcelona, Av. Diagonal 690, Barcelona, 08034, Spain

    Jaime Gil-Lafuente

  3. Department of Business Administration, University of Barcelona, Av. Diagonal 690, Barcelona, 08034, Spain

    José M. Merigó-Lindahl

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Izquierdo-Yusta, A., Olarte-Pascual, M.C., Reinares-Lara, E.M. (2012). Antecedents and Consequences of Attitude Toward Mobile Advertising: The Spanish Case Study. In: Gil-Lafuente, A., Gil-Lafuente, J., Merigó-Lindahl, J. (eds) Soft Computing in Management and Business Economics. Studies in Fuzziness and Soft Computing, vol 286. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-30457-6_19

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