Antecedents of mobile advertising value : a precedence analysis using the hybrid RIDIT-GRA approach
Anshuman Sharma, Vivek Kumar Pathak and Mohammad Qutubuddin Siddiqui
| Year of publication: |
2022
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|---|---|
| Authors: | Sharma, Anshuman ; Pathak, Vivek Kumar ; Siddiqui, Mohammad Qutubuddin |
| Published in: |
Journal of Indian business research. - Bradford : Emerald, ISSN 1755-4209, ZDB-ID 2498367-6. - Vol. 14.2022, 2, p. 108-124
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| Subject: | Advertising value | Grey relational analysis | Mobile advertising | RIDIT analysis | Werbung | Advertising | Online-Marketing | Internet marketing | Mobilkommunikation | Mobile communications | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Mobile Marketing | Mobile marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIBR-02-2021-0057 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013288090