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Predictors of attitudinal and behavioral outcomes in mobile advertising : a field experiment

Kaan Varnali; Cengiz Yilmaz; Aysegul Toker
Year of publication:
2012
Authors: Varnali, Kaan ; Yılmaz, Çengiz ; Toker, Aysegul
Published in:
Electronic commerce research and applications. - Amsterdam [u.a.] : Elsevier, ISSN 1567-4223, ZDB-ID 2539019-3. - Vol. 11.2012, 1/6, p. 570-581
Subject: Mobile advertising | Mobile marketing | SMS advertising | Permission-based marketing | Experimental research | Mobile Marketing | Online-Marketing | Internet marketing | Mobilkommunikation | Mobile communications | Werbung | Advertising | Werbewirkung | Advertising effects | Experiment | Mobile Business | Mobile business | Mobiltelefon | Mobile phone | Feldforschung | Field research | Konsumentenverhalten | Consumer behaviour | Direktmarketing | Direct marketing
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