La publicidad en el teléfono móvil: tres grupos de clientes, veintisiete recomendaciones de actuación

  1. Mª Cristina Olarte Pascual 2
  2. Eva M. Reinares-Lara 1
  3. Jorge Pelegrín Borondo 2
  4. Mª Yolanda Sierra Murillo 2
  1. 1 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

  2. 2 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Journal:
Universia Business Review

ISSN: 1698-5117

Year of publication: 2014

Issue: 41

Pages: 126-144

Type: Article

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Abstract

The use of the mobile phone is rapidly increasing among Spanish customers. According to recent forecasts, mobile marketing will go up 67 % in 2013. This study emerges from the need to address the lack of previous research on the effects of advertising on consumers’ emotions and perceived usefulness. In this investigation we find out and characterize 3 segments among the users who accepted receiving mobile advertising. In order to achieve successful mobile advertising, we put forward 27 recommendations for the three segments under scrutiny.

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