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Keywords: Mobile coupon marketing
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Journal Articles
Journal of Research in Interactive Marketing (2015) 9 (2): 92–109.
Published: 08 June 2015
... a more important role in the model for females than males. Originality/value – The study provided theoretical support for transaction utility theory in the context of mobile coupon usage decision. Also, the study advances understanding of unique issues of mobile coupon marketing by addressing...
