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Keywords: Branded mobile applications
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (2): 184–202.
Published: 05 January 2023
..., South Africa, towards branded mobile applications (apps). Previous studies on mobile marketing have focused on Generation X and Generation Y and generally with a quantitative focus. Design/methodology/approach This study is based on the theoretical framework of the unified theory of acceptance...
