The influence of personalization in affecting consumer attitudes toward mobile advertising in China

Journal of Computer Information Systems

Volumn 47, Issue 2, 2006, Pages 9-19

  Xu, David Jingjun ^a  

^a UNIVERSITY OF BRITISH COLUMBIA   (Canada)

Author keywords

Attitude; Mobile advertising; Personalization

Indexed keywords

ATTITUDE; CONSUMER ATTITUDES; HAND HELD DEVICE; MOBILE ADVERTISING; MOBILE COMMERCE APPLICATIONS; PENETRATION RATES; PERSONALIZATIONS; SHORT MESSAGING SERVICE;

COMMERCE; MOBILE COMMERCE;

MARKETING;

EID: 33947426397     PISSN: 08874417     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

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