Attitudes toward mobile advertising among users versus non-users of the mobile Internet

  1. Izquierdo-Yusta, A. 1
  2. Olarte-Pascual, C. 2
  3. Reinares-Lara, E. 3
  1. 1 Universidad de Burgos

    Universidad de Burgos

    Burgos, España


  2. 2 Universidad de La Rioja

    Universidad de La Rioja

    Logroño, España


  3. 3 Universidad Rey Juan Carlos

    Universidad Rey Juan Carlos

    Madrid, España


Telematics and Informatics

ISSN: 0736-5853

Year of publication: 2015

Volume: 32

Issue: 2

Pages: 355-366

Type: Article

DOI: 10.1016/J.TELE.2014.10.001 SCOPUS: 2-s2.0-84912569634 WoS: WOS:000347025000014 GOOGLE SCHOLAR

More publications in: Telematics and Informatics


Cited by

  • Scopus Cited by: 63 (07-05-2023)
  • Web of Science Cited by: 58 (13-05-2023)
  • Dimensions Cited by: 94 (30-03-2023)

JCR (Journal Impact Factor)

  • Year 2015
  • Journal Impact Factor: 2.261
  • Journal Impact Factor without self cites: 1.815
  • Article influence score: 0.0
  • Best Quartile: Q1
  • Area: INFORMATION SCIENCE & LIBRARY SCIENCE Quartile: Q1 Rank in area: 14/86 (Ranking edition: SSCI)

SCImago Journal Rank

  • Year 2015
  • SJR Journal Impact: 0.745
  • Best Quartile: Q1
  • Area: Computer Networks and Communications Quartile: Q1 Rank in area: 87/1765
  • Area: Electrical and Electronic Engineering Quartile: Q1 Rank in area: 150/1835
  • Area: Law Quartile: Q1 Rank in area: 90/666
  • Area: Communication Quartile: Q1 Rank in area: 57/378


  • Social Sciences: A+

Scopus CiteScore

  • Year 2015
  • CiteScore of the Journal : 3.6
  • Area: Law Percentile: 94
  • Area: Communication Percentile: 91
  • Area: Electrical and Electronic Engineering Percentile: 78
  • Area: Computer Networks and Communications Percentile: 74


(Data updated as of 30-03-2023)
  • Total citations: 94
  • Recent citations: 22
  • Field Citation Ratio (FCR): 32.9


Marketing communication strategy via mobile phone constitutes a promising approach to companies because it enables to reach appropriate audiences at the right time and place. The main aim of this research is to determine key factors that create new opportunities for commercial communications by considering consumer attitudes toward mobile advertising. The proposed causal model of attitudes and intentions toward mobile advertising highlights potential differences between users of smartphones with Internet capabilities and non-users. The theoretical model integrates the influences of control, reference groups, perceived added value, and ease of use on attitudes toward mobile advertising, as well as the relationship of these effects with intentions toward advertising, mediated by mobile Internet usage. The sample is 612 respondents who receive advertising by their mobile phones. Our results reveal, similar to other research, that attitudes exert positive influences on intentions to receive advertising, especially among those who already have access to the Internet on their mobile phones. However, regarding these variables, the experience does not contribute to positive attitudes.