Consumer sensitivity analysis in mobile commerce advertising

dc.contributor.author	Martín-Consuegra D.
dc.contributor.author	Gómez M.
dc.contributor.author	Molina A.
dc.date.accessioned	2020-09-02T22:22:24Z
dc.date.available	2020-09-02T22:22:24Z
dc.date.issued	2015
dc.identifier	10.2224/sbp.2015.43.6.883
dc.identifier.citation	43, 6, 883-898
dc.identifier.issn	03012212
dc.identifier.uri	https://hdl.handle.net/20.500.12728/5223
dc.description	We analyzed how consumer sensitivity to information requests influences acceptance and recommendation of a banking firm’s advertising that is sent via a cellular phone. To this end, the data—based on the respondents from 395 young adults—fit the model well and provided empirical support for all the hypothesized relationships. The results obtained provide useful information for companies to improve the efficiency of their mobile publicity, together with possible modifications and improvements to their existing commercial strategies. We suggest that information requests should be carefully chosen to ensure ethical behavior in relation to consumers and to preserve the efficiency of mobile publicity. © Society for Personality Research.
dc.language.iso	en
dc.publisher	Society for Personal Research
dc.subject	Advertising
dc.subject	Affective commitment
dc.subject	Attitude
dc.subject	Consumer sensitivity
dc.subject	Information request
dc.subject	Interpersonal connectivity
dc.subject	Mobile commerce
dc.title	Consumer sensitivity analysis in mobile commerce advertising
dc.type	Article

Repositorio Académico