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Keywords: Behavioral intention
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Journal Articles
International Journal of Retail & Distribution Management (2021) 49 (7): 1089–1110.
Published: 14 May 2021
... on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising. Originality/value Prior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA...
