The factors that influence the acceptance and adoption of mobile marketing by university students
Year of publication: |
2021
|
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Authors: | Cruz, Rui Manuel Nunes ; Rosário, Albérico Travassos ; Rio, Gabriela |
Published in: |
International journal of business and systems research : IJBSR. - Genève : Inderscience Enterprises, ISSN 1751-2018, ZDB-ID 2435974-9. - Vol. 15.2021, 4, p. 527-543
|
Subject: | advertising | mobile marketing | technology | behavioural intention | perceived risk | utility | Innovationsakzeptanz | Innovation adoption | Konsumentenverhalten | Consumer behaviour | Studierende | Students | Online-Marketing | Internet marketing | Mobile Marketing | Mobile marketing | Mobilkommunikation | Mobile communications | Mobile Business | Mobile business |
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