Innovative mobile marketing via smartphones: Are consumers ready?

Marketing Intelligence and Planning

Volumn 30, Issue 4, 2012, Pages 418-443

  Persaud, Ajax ^a   Azhar, Irfan ^a  

^a UNIVERSITY OF OTTAWA   (Canada)

Author keywords

Consumer behaviour; Digital marketing; Mobile marketing; Mobile technology; Purchase intention; Smartphone; Technology adoption

Indexed keywords

EID: 84863804059     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634501211231883     Document Type: Article

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