Mobile advertising: An empirical study of advertising response and search behavior

ICIS 2009 Proceedings - Thirtieth International Conference on Information Systems

Volumn , Issue , 2009, Pages

  Goh, Khim Yong ^a   Chu, Junhong ^a   Soh, Winne ^a  

^a NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

Advertising response; Information search; Mobile advertising

Indexed keywords

BINARY LOGIT; EMPIRICAL MODEL; EMPIRICAL STUDIES; INFORMATION SEARCH; MOBILE ADVERTISING; SEARCH BEHAVIOR; STRATEGIC VALUES; TARGET RESPONSE; TEST DRIVE;

DIGITAL STORAGE; INFORMATION DISSEMINATION; INFORMATION RETRIEVAL; INFORMATION SYSTEMS;

CONSUMER BEHAVIOR;

EID: 84870965495     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: None     Document Type: Conference Paper

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