The integrated mobile advertising model: The effects of technology- and emotion-based evaluations

Journal of Business Research

Volumn 66, Issue 9, 2013, Pages 1345-1352

  Yang, Byunghwa ^a   Kim, Youngchan ^b   Yoo, Changjo ^c  

^a Kangwon National University   (South Korea)

^b Department of Innovation and Entrepreneurial Marketing   (South Korea)

^c Dongguk University   (South Korea)

Author keywords

Emotion based evaluation; Mobile advertising; Mobile service experiences; Technology based evaluation

Indexed keywords

EID: 84878133319     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2012.02.035     Document Type: Article

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