Determinants of consumer attitudes toward mobile advertising: a cross-border study between Malaysia and Indonesia using PLS-MGA

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Determinants of consumer attitudes toward mobile advertising: a cross-border study between Malaysia and Indonesia using PLS-MGA

Technological advancement has led to new models of marketing strategies which is mobile advertising to better reach consumers. However, despite the prevalence of mobile advertising and the ubiquitous use of mobile devices to develop markets, little has been done to examine the perceived value and at...

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Bibliographic Details
Main Authors:	Mohamed Ghazali, Raimi Nur Hakimi, Lim, Xin Jean, Cheah, Jun Hwa, Ting, Hiram, Soebandhi, Santirianingrum, Sudiyanti Sudiyanti, Kamal Basha, Norazlyn
Format:	Article
Language:	English
Published:	Faculty of Economics and Management, Universiti Putra Malaysia 2019
Online Access:	http://psasir.upm.edu.my/id/eprint/70131/ http://psasir.upm.edu.my/id/eprint/70131/1/2%29%20Determinants%20of%20Consumer%20Attitudes.pdf

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