Banerjee, Syagnik (Sy); Roy Dholakia, Ruby - In: Journal of Research in Interactive Marketing 6 (2012) 3, pp. 198-214
Purpose – The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations. Design/methodology/approach – The study conducted was in a scenario based experimental design in the 2×2×2 ANOVA format....
