Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention

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Rational versus emotional appeals for smartphone advertisement in triggering UTAR undergraduates purchase intention

In an era where technology advanced at unprecedented rates, people prefer to use new media for information searching as compared to legacy media. Especially for young adults, they will use their smartphone for accessing commercials, make purchases, conduct research, and operate online businesses. Th...

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Bibliographic Details
Main Authors:	Yeo, Wan Teng, Ling, Hui Yin, Chai, Ming Mei
Format:	Final Year Project / Dissertation / Thesis
Published:	2020
Subjects:	HF Commerce
Online Access:	http://eprints.utar.edu.my/4028/ http://eprints.utar.edu.my/4028/1/fyp_AV_2020_YWT_%2D_1801369.pdf

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