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Keywords: Mobile marketing
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Journal Articles
Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2024) 25 (2): 250–272.
Published: 02 November 2023
...Adesegun Oyedele; Emily Goenner Purpose This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. Design/methodology/approach The method used is survey questionnaire. A proposed model...
Journal Articles
Exploring the attitudes and behaviour of Gen Z students towards branded mobile apps in an emerging market: UTAUT2 model extension
Available to Purchase
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...
