An SEM-ANP multi-criteria evaluation model for mobile advertising that affect purchase intentions : perspectives on the values of context awareness and flow experience
Tsuen-Ho Hsu, Jia-Wei Tang, and Chun-Hsien Chen
| Year of publication: |
2023
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| Authors: | Hsu, Tsuen-Ho ; Tang, Jia-Wei ; Chen, Chun-Hsien |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 3, p. 383-404
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| Subject: | analytic network process | Context awareness value | flow experience value | mobile advertising | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Mobilkommunikation | Mobile communications | Werbewirkung | Advertising effects | AHP-Verfahren | AHP approach | Werbung | Advertising | Multikriterielle Entscheidungsanalyse | Multi-criteria analysis |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2022.2143984 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013550353