Mobile advertising: The changing landscape of the advertising industry

Telematics and Informatics

Volumn 32, Issue 4, 2015, Pages 720-734

  Wong, Choy Har ^a   Tan, Garry Wei Han ^b   Tan, Boon In ^b   Ooi, Keng Boon ^c  

^a WAWASAN OPEN UNIVERSITY   (Malaysia)

^b UNIVERSITI TUNKU ABDUL RAHMAN   (Malaysia)

^c UCSI UNIVERSITY   (Malaysia)

Author keywords

Mobile advertising (m advertising); Partial Least Squares Structural Equation Modeling (PLS SEM); Unified Theory of Acceptance and Use of Technology (UTAUT)

Indexed keywords

COMMERCE; LEAST SQUARES APPROXIMATIONS; MOBILE PHONES;

ADVERTISING INDUSTRY; BEHAVIORAL INTENTION; MOBILE ADVERTISING; PARTIAL LEAST SQUARE (PLS); PERCEIVED ENJOYMENT; PERSONAL INNOVATIVENESS; STRUCTURAL EQUATION MODELING; THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY(UTAUT);

MARKETING;

EID: 84929339882     PISSN: 07365853     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.tele.2015.03.003     Document Type: Article

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