What is it about?
This paper focused on key drivers of teenagers’ attitude toward mobile advertising and how these drivers affects teenagers’ mobile advertising acceptance.
Featured Image
Why is it important?
While previous research has focused on consumer-driven factors such as perceived control or trust this research focused on the role of emotions on consumers´ attitude and behavior towards mobile advertising.
Read the Original
This page is a summary of: Key factors of teenagers' mobile advertising acceptance, Industrial Management & Data Systems, May 2013, Emerald,
DOI: 10.1108/02635571311324179.
You can read the full text:
Contributors
The following have contributed to this page