Determinants of consumer attitudes toward mobile advertising: a crossborder study between Malaysia and Indonesia using PLS-MGA
Technological advancement has led to new models of marketing strategies which is mobile advertising to better reach consumers. However, despite the prevalence of mobile advertising and the ubiquitous use of mobile devices to develop markets, little has been done to examine the perceived value and a...
| Main Authors: | , , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/81115/1/MOBILE.pdf |