Navigating mobile marketing : unveiling mobile game in-app purchase intentions of Gen-Ys
Siti Intan Nurdiana Wong Abdullah, Phuah Kit Teng, Bernard Lim Jit Heng, Cokki Cokki
| Year of publication: |
2024
|
|---|---|
| Authors: | Siti Intan Nurdiana Wong Abdullah ; Phuah Kit Teng ; Heng, Bernard Lim Jit ; Cokki, Cokki |
| Published in: |
Contemporary trends in innovative marketing strategies. - Hershey, PA : IGI Global, ISBN 979-8-3693-1231-5. - 2024, p. 278-303
|
| Subject: | Mobile Marketing | Mobile marketing | Computerspiel | Video game | Mobile Anwendung | Mobile application | Kaufentscheidung | Purchase decision | Generation Y | Malaysia |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section |
| Language: | English |
| Other identifiers: | 10.4018/979-8-3693-1231-5.ch014 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014519927