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

  • Alicia Izquierdo-YustaEmail author
  • Ma. Cristina Olarte-Pascual
  • Eva M. Reinares-Lara
Part of the Studies in Fuzziness and Soft Computing book series (STUDFUZZ, volume 286)


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.


Mobile advertising attitudes reference group experience 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Alicia Izquierdo-Yusta
    • 1
    Email author
  • Ma. Cristina Olarte-Pascual
    • 1
  • Eva M. Reinares-Lara
    • 1
  1. 1.The Universities of Burgos, La Rioja and Rey Juan CarlosLogroñoSpain

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