Zhang, Yanping; Li, Xiaodong; Hamari, Juho - In: Industrial Management & Data Systems 120 (2020) 11, pp. 2081-2101
Purpose: This study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model. Design/methodology/approach: Data were collected through an online questionnaire...