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

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Determinants of consumer attitudes toward mobile advertising: a crossborder 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 a...

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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:	Universiti Putra Malaysia 2019
Online Access:	http://psasir.upm.edu.my/id/eprint/81115/ http://psasir.upm.edu.my/id/eprint/81115/1/MOBILE.pdf

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