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Copyright of Revista de Ciencias Sociales (13159518) is the property of Revista de Ciencias Sociales de la Universidad del Zulia Venezuela and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of 3C Tecnologia is the property of Area de Innovacion y Desarrollo, SL and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This work represents the incursion into the ground at the confluence of mobile phone communication and advertising. The study focuses on measuring the knowledge, use and utility of mobile advertising for small and medium business. [ABSTRACT FROM AUTHOR]

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. [ABSTRACT FROM AUTHOR]