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Generation Y Attitudes toward Mobile Advertising: Impacts of Modality and Culture

Description: Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising. Results indicate that entertainment, … more
Date: August 2010
Creator: Koo, Wanmo
Partner: UNT Libraries
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