How do digital natives perceive and react toward online advertising? : implications for SMEs
Weng Marc Lim, Sahil Gupta, Arun Aggarwal, Justin Paul, Priyanka Sadhna
| Year of publication: |
2024
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|---|---|
| Authors: | Lim, Weng Marc ; Gupta, Sahil ; Aggarwal, Arun ; Paul, Justin ; Sadhna, Priyanka |
| Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 32.2024, 8, p. 1071-1105
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| Subject: | online advertising | Digital native | structural equation modeling | technology acceptance model | theory of planned behavior | uses and gratifications theory | Online-Marketing | Internet marketing | Innovationsakzeptanz | Innovation adoption | KMU | SME | Strukturgleichungsmodell | Structural equation model | Konsumentenverhalten | Consumer behaviour | Online-Handel | Online retailing | Verbrauchereinstellung | Consumer attitudes | Social Web | Social web | Internetnutzung | Internet usage | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0965254X.2021.1941204 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015546559