Date: April 1, 2012
Creator: Koo, Wanmo; Knight, Dee K.; Yang, Kiseol & Zheng, Xiang
Description: This article investigates Generation Y consumers' different value perceptions toward apprel mobile advertising according to cultures (i.e. The United States vs. South Korean) and modalities (short message service vs. multimedia messaging service).
Contributing Partner: UNT College of Merchandising, Hospitality and Tourism