Extending TPB and TAM to mobile viral marketing : an exploratory study on American young consumers, mobile viral marketing attitude, intent and behavior
Year of publication: |
2011
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Authors: | Yang, Hongwei Chris ; Zhou, Liuning |
Published in: |
Journal of targeting, measurement and analysis for marketing. - Basingstoke : Palgrave Macmillan, ISSN 0967-3237, ZDB-ID 2189090-0. - Vol. 19.2011, 2, p. 85-98
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Subject: | Virales Marketing | Viral marketing | Mobilkommunikation | Mobile communications | Studierende | Students | Innovationsakzeptanz | Innovation adoption | Verbrauchereinstellung | Consumer attitudes | USA | United States |
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