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Journal Articles
Key factors of teenagers' mobile advertising acceptance
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Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2013) 113 (5): 732–749.
Published: 17 May 2013
... of affective (irritation and entertainment) and cognitive (perceived usefulness) antecedents of attitude toward mobile advertising and its effects on mobile advertising acceptance is analysed. The sample consisted of 355 Spanish teenagers. The model was tested using structural equation modelling. Findings...
