Consumers un-tethered : a three-market empirical study of consumers' mobile marketing acceptance
Tao (Tony) Gao; Andrew J. Rohm; Fareena Sultan; Margherita Pagani
| Year of publication: |
2013
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|---|---|
| Authors: | Gao, Tao ; Rohm, Andrew J. ; Sultan, Fareena ; Pagani, Margherita |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 66.2013, 12, p. 2536-2544
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| Subject: | Global marketing | Mobile marketing | Consumer acceptance of new marketing platforms | Innovation diffusion | Branding | Wireless communications | Youth consumers | Konsumentenverhalten | Consumer behaviour | Mobilkommunikation | Mobile communications | Mobile Marketing | Innovationsakzeptanz | Innovation adoption | Innovationsdiffusion | Marketingmanagement | Marketing management | Markenführung | Brand management | Online-Marketing | Internet marketing | Jugendliche | Youth | Mobiltelefon | Mobile phone | Internationales Marketing | International marketing | Mobile Business | Mobile business |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010233145