Content-related factors influence perceived value of location-based mobile advertising

Location-based mobile advertising (LBA) is forecast to drive the growth of the mobile advertising industry. Although past research supports that advertising content influences their effectiveness, little research has identified content factors and examined their effects on users’ perceived value of...

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Bibliografische gegevens
Hoofdauteurs: Lin, Trisha T. C., Bautista, John Robert
Andere auteurs: Wee Kim Wee School of Communication and Information
Formaat: Journal Article
Taal:English
Gepubliceerd in: 2018
Onderwerpen:
Online toegang:https://hdl.handle.net/10356/89149
http://hdl.handle.net/10220/44814