La publicidad en el teléfono móvil: tres grupos de clientes, veintisiete recomendaciones de actuación.

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]