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Keywords: Behavioral intentions
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (4): 645–664.
Published: 16 May 2025
...Regina Jihea Ahn; Beatriz Feijoo; Charo Sádaba; Erika Fernández-Gómez Purpose This study aims to examine how four message attributes – entertainment, credibility, personalization and irritation – are associated with Generation Alpha’s attitudes and behavioral intentions toward mobile advertising...
