Investigating the effect of advertising irritation on digital advertising effectiveness : a moderated mediation model
Year of publication: |
2022
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Authors: | Sharma, Anshuman ; Dwivedi, Rohita ; Mariani, Marcello M. ; Islam, Tahir |
Published in: |
Technological forecasting & social change : an international journal. - Amsterdam : Elsevier, ISSN 0040-1625, ZDB-ID 280700-2. - Vol. 180.2022, p. 1-16
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Subject: | Advertising irritation | Advertising value | Moderated mediation | Necessary condition analysis (NCA) | Partial least squares structural equation modeling (PLS-SEM) | Purchase intention | Werbung | Advertising | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Strukturgleichungsmodell | Structural equation model | Online-Marketing | Internet marketing | Partielle kleinste Quadrate | Partial least squares |
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