Consumer attitude of "Y" generation towards mobile advertising in Kuala Lumpur, Malaysia
Year of publication: |
2021
|
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Authors: | Ganesh, R. ; Fattakhova, Lolita |
Published in: |
International journal of electronic business : IJEB. - Olney, Bucks. : Inderscience Enterprises, ISSN 1470-6067, ZDB-ID 2115996-8. - Vol. 16.2021, 2, p. 186-209
|
Subject: | mobile advertising | entertainment | informativeness | irritation | personalisation | Generation Y | consumer attitude | Malaysia | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Mobilkommunikation | Mobile communications | Online-Marketing | Internet marketing | Mobile Marketing | Mobile marketing |
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