TY  - JOUR 
AU  - Ahn, Regina Jihea
AU  - Feijoó Fernández, Beatriz
AU  - Sádaba, Charo
AU  - Fernández Gómez, Erika
PY  - 2025
SN  - 1747-3616
UR  - https://hdl.handle.net/20.500.12766/769
AB  - Purpose
This study aims to examine how four message attributes – entertainment, credibility, personalization and irritation – are associated with Generation Alpha’s attitudes and behavioral intentions toward mobile advertising in Spain. It also...
LA  - eng
PB  - Emerald Publishing Limited.
TI  - Generation alpha’s attitudes toward mobile advertising
DO  - 10.1108/YC-09-2024-2256
T2  - Young Consumers
KW  - Generation alpha
KW  - Mobile advertising
KW  - Advertising attitudes
KW  - Behavioral intentions
KW  - Mobile phone ownership
KW  - Advertising exposure
VL  - ahead-of-print
ER  -