Examining the beliefs, attitudes, and behavioural responses of Indian millennials towards social media advertisements : a structural equation modelling approach
Year of publication: |
2023
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Authors: | Arora, Taanika |
Published in: |
International journal of e-business research : IJEBR ; an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1548-114X, ZDB-ID 2400957-X. - Vol. 19.2023, 1, p. 1-25
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Subject: | Attitude Towards Social Media Advertisements | Behavioural Responses Millennials | Beliefs | Social MediaAdvertisements | Social Web | Social web | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Advertising | Indien | India |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.4018/IJEBR.317215 [DOI] hdl:11159/654568 [Handle] |
Source: | ECONIS - Online Catalogue of the ZBW |
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