TY  - JOUR
AU  - Gavilán Bouzas, Diana
AU  - Avello Iturriagagoitia, María
AU  - Abril Barrie, Carmen
PY  - 2014
SN  - 0268-4012
UR  - https://hdl.handle.net/20.500.14352/35028
T2  - International Journal of Information Management
AB  - The future of communication and advertising is mobile. Some forecasts estimate that by 2015 more than 7.1 billion mobile-connected devices will be ready to operate as an advertising medium; however there is little empirical evidence as to exactly how...
LA  - eng
M2  - 457
PB  - Philip Hills/Elsevier
KW  - Mental imagery
KW  - Vividness
KW  - SMS
KW  - Informational ad
KW  - Transformational ad
KW  - Ad trust
TI  - The mediating role of mental imagery in mobile advertising
TY  - journal article
VL  - 34
ER  -