Analytical comparison of Technology Acceptance Model and theory of reasoned action about mobile advertising acceptance
With the emergence of high speed wireless network technologies and the increasing market penetration of cell phones the global advertising industry’s interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2014-03-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-130-1&slc_lang=en&sid=1 |