The Antecedents of Consumers' Negative Attitudes Toward SMS Advertising: A Theoretical Framework and Empirical Study
Gonzalo Luna CortésandMarcelo Royo Vela University of Valencia
In view of the exceptional development of mobile phone use, the advertising industry is becoming increasingly interested in this medium for communicating commercial content (Malhotra and Segars 2005; Lee, Tsai, and Jih 2006).
In this area of analysis, investigations have for the most part focused on the three main antecedents that stimulate a positive attitude toward mobile advertising: informativeness, entertainment, and credibility (Tsang, Ho, and Liang 2004; Barnes et al. 2005; Lee, Tsai, and...