Current study focuses on examining consumers? beliefs and behavioral intentions towards QR Codes in marketing across different cultures such as India & USA. Study also examines select variables that moderate the relationship between beliefs and behavioral intentions. For this a scenario based...

Last couple of years observed tremendous growth in QR Code usages in advertising worldwide. But, there is lack of knowledge on orientation of QR Code usage and various trends related to it like linkage with incentives, e-content encoding etc. Further, many expert opine that current application...

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling...

Today marketers are much interested in finding factors influencing attitude towards advertising. Past researches suggest that individuals use advertisement for three basis purposes viz. information seeking, entertainment, social expression and may influence attitude towards advertising. This...