Measuring perceived interactivity of mobile advertisements

Behaviour and Information Technology

Volumn 29, Issue 1, 2010, Pages 35-44

  Gao, Qin ^a   Rau, Pei Luen Patrick ^a   Salvendy, Gavriel ^a  

^a TSINGHUA UNIVERSITY   (China)

Author keywords

Measurement; Mobile advertisements; Perceived interactivity

Indexed keywords

CELL PHONE; CONFIRMATORY FACTOR ANALYSIS; DATA SERVICES; HAND HELD DEVICE; INTER-PERSONAL COMMUNICATIONS; INTERACTIVITY; INTERNAL CONSISTENCY; MOBILE ADVERTISEMENT; MOBILE ADVERTISING; PERCEIVED INTERACTIVITY; TWO WAY COMMUNICATIONS; USER CONTROL;

COMMUNICATION; INTERNET; MOBILE PHONES; TELECOMMUNICATION EQUIPMENT; TELEPHONE; TELEPHONE SETS;

CELLULAR TELEPHONE SYSTEMS;

EID: 77649278305     PISSN: 0144929X     EISSN: 13623001     Source Type: Journal    
DOI: 10.1080/01449290802666770     Document Type: Article

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