Intention to Use Instagram by Generation Cohorts: The Perspective of Developing Markets

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Intention to Use Instagram by Generation Cohorts: The Perspective of Developing Markets

Purpose: The study aims to investigate the effect of behavioural and normative beliefs on attitude and subjective norm towards the use of Instagram respectively, and subsequently their effect on intention to use Instagram by generation cohort. The theory of reasoned action is adopted as underlyin...

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Bibliographic Details
Main Authors:	Hiram, Ting, Ernest Cyril, de Run, Siew, Ling Liew
Format:	Article
Language:	English
Published:	Global Business and Management Research 2016
Subjects:	HF Commerce
Online Access:	http://ir.unimas.my/id/eprint/12093/ http://ir.unimas.my/id/eprint/12093/1/Article%202.pdf

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