Towards a conceptual model: a path analysis of fundamental relationships affecting mobile advertising effectiveness
Year of publication: |
2011
|
---|---|
Authors: | Beneke, Justin |
Published in: |
International Journal of Electronic Finance. - Inderscience Enterprises Ltd, ISSN 1746-0069. - Vol. 5.2011, 1, p. 15-31
|
Publisher: |
Inderscience Enterprises Ltd |
Subject: | mobile advertising | attitudes | attention | involvement | purchase intention | e-finance | South Africa | conceptual modelling | electronic finance | young adults | youth | partial least squares | PLS | mobile advertisements | mobile ads | mobile adverts |
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