Westerlund, Mika; Rajala, Risto; Tuunanen, Tuure; Salo, Jari - In: International Journal of E-Services and Mobile … 1 (2009) 4, pp. 1-15
A new model for investigating consumers’ behavioral intention in mobile advertising is developed and related to mobile marketing theory and practice. Hypotheses are tested about the hierarchical structure and the effects of the factors that precede consumers’ acceptance of mobile...
