Revisiting TAM2 in behavioral targeting advertising : a deep learning-based dual-stage SEM-ANN analysis
Year of publication: |
2022
|
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Authors: | Wang, Guoqiang ; Tan, Garry Wei-Han ; Yuan, Yunpeng ; Ooi, Keng-Boon ; Dwivedi, Yogesh Kumar |
Published in: |
Technological forecasting & social change : an international journal. - Amsterdam : Elsevier, ISSN 0040-1625, ZDB-ID 280700-2. - Vol. 175.2022, p. 1-15
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Subject: | TAM | Mobile commerce | Mobile advertising | Artificial neural network | Behavioral targeting advertising | TAM2 | Werbung | Advertising | Mobile Business | Mobile business | Neuronale Netze | Neural networks | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Zielgruppe | Target group | Mobilkommunikation | Mobile communications | Konsumentenverhalten | Consumer behaviour | Mobiltelefon | Mobile phone |
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