Do affective variables make a difference in consumers behavior toward mobile advertising?

  1. Martínez-Ruiz, M.P. 3
  2. Izquierdo-Yusta, A. 2
  3. Olarte-Pascual, C. 4
  4. Reinares-Lara, E. 1
  1. 1 Universidad Rey Juan Carlos

    Universidad Rey Juan Carlos

    Madrid, España


  2. 2 Universidad de Burgos

    Universidad de Burgos

    Burgos, España


  3. 3 Universidad de Castilla-La Mancha

    Universidad de Castilla-La Mancha

    Ciudad Real, España


  4. 4 Universidad de La Rioja

    Universidad de La Rioja

    Logroño, España


Frontiers in Psychology

ISSN: 1664-1078

Year of publication: 2017

Volume: 7

Issue: JAN

Type: Article

DOI: 10.3389/FPSYG.2016.02018 SCOPUS: 2-s2.0-85011985255 WoS: WOS:000391043700001 GOOGLE SCHOLAR

More publications in: Frontiers in Psychology

Institutional repository: lock_openOpen access editor


Cited by

  • Scopus Cited by: 17 (07-05-2023)
  • Web of Science Cited by: 11 (13-05-2023)
  • Dimensions Cited by: 18 (30-03-2023)

JCR (Journal Impact Factor)

  • Year 2017
  • Journal Impact Factor: 2.089
  • Journal Impact Factor without self cites: 1.777
  • Article influence score: 0.895
  • Best Quartile: Q2
  • Area: PSYCHOLOGY, MULTIDISCIPLINARY Quartile: Q2 Rank in area: 39/135 (Ranking edition: SSCI)

SCImago Journal Rank

  • Year 2017
  • SJR Journal Impact: 1.043
  • Best Quartile: Q1
  • Area: Psychology (miscellaneous) Quartile: Q1 Rank in area: 52/259


  • Social Sciences: A+

Scopus CiteScore

  • Year 2017
  • CiteScore of the Journal : 3.4
  • Area: Psychology (all) Percentile: 73

Journal Citation Indicator (JCI)

  • Year 2017
  • Journal Citation Indicator (JCI): 0.96
  • Best Quartile: Q2
  • Area: PSYCHOLOGY, MULTIDISCIPLINARY Quartile: Q2 Rank in area: 58/186


(Data updated as of 30-03-2023)
  • Total citations: 18
  • Recent citations: 6
  • Relative Citation Ratio (RCR): 0.32


Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variables simultaneously. The present research therefore sought to deepen understanding of the antecedents and consequences of attitudes toward permission-based mobile advertising. More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the bridges between these attitudes and consumers' intentions upon receiving advertising on their mobile devices. To this end, a causal model was proposed and tested with a sample of 612 mobile phone users that was collected from a panel of Spanish adults who receive advertising on their mobile phones in the form of SMS text messages. The structural model used was validated using the partial least squares (PLS) regression technique. The results show that the greatest influence was that exerted by positive emotions on feelings, suggesting that positive emotions have an indirect effect on attitude toward mobile advertising. This influence was even greater than their direct effect. Another important, though less powerful, effect was the influence of attitude on behavioral intentions to receive mobile advertising. In contrast, the influence of cognitive variables on attitude was less relevant. © 2017 Martínez-Ruiz, Izquierdo-Yusta, Olarte-Pascual and Reinares-Lara.