Consumers un-tethered : a three-market empirical study of consumers' mobile marketing acceptance
Year of publication: |
2013
|
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Authors: | Gao, Tao ; Rohm, Andrew J. ; Sultan, Fareena ; Pagani, Margherita |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 66.2013, 12, p. 2536-2544
|
Subject: | Global marketing | Mobile marketing | Consumer acceptance of new marketing platforms | Innovation diffusion | Branding | Wireless communications | Youth consumers | Konsumentenverhalten | Consumer behaviour | Innovationsakzeptanz | Innovation adoption | Innovationsdiffusion | Mobilkommunikation | Mobile communications | Markenführung | Brand management | Mobile Marketing | Marketingmanagement | Marketing management | Mobile Business | Mobile business | Online-Marketing | Internet marketing | Mobiltelefon | Mobile phone |
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