Empirical study on perceived value and attitude of millennials towards social media advertising : a structural equation modelling approach
Taanika Arora, Bhawna Agarwal
| Year of publication: |
2019
|
|---|---|
| Authors: | Arora, Taanika ; Agarwal, Bhawna |
| Published in: |
Vision : the journal of business perspective. - London [u.a.] : Sage Publ., ISSN 2249-5304, ZDB-ID 2220768-5. - Vol. 23.2019, 1, p. 56-69
|
| Subject: | Advertising Model | Social Media Advertising Value | Millennials | Structural Equation Modelling (SEM) | Attitudes Towards Social Media Advertising | Social Web | Social web | Online-Marketing | Internet marketing | Werbung | Advertising | Werbewirkung | Advertising effects | Strukturgleichungsmodell | Structural equation model | Konsumentenverhalten | Consumer behaviour |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/0972262918821248 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012161364