ABSTRACT
Advertising is an essential component of marketing communications and its industry has rapidly adapted from bill board to internet [5]. Leppäniemi et al. [6], considers mobile marketing as “the distribution of any type of message or promotion that brings value to the consumer while improving benefits for the company”. Bauer [7] considers that mobile advertising represents a particular case of the application of the TAM, that is, an innovation of use: “the communication of a content via a mobile media can only be efficient if the consumers allow the regular reception of advertising messages on their mobile phones”.
