Mobile Advertising Technology Acceptance Model (M-TAM): An Extension of TAM in Mobile Marketing Context
Journal article
Haq, M. A. and Ghouri, A. M. (2018). Mobile Advertising Technology Acceptance Model (M-TAM): An Extension of TAM in Mobile Marketing Context. South Asian Journal of Management Sciences. 12 (2), pp. 188-209. https://doi.org/10.21621/sajms.2018122.05
Authors | Haq, M. A. and Ghouri, A. M. |
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Abstract | Mobile advertising technology has revolutionized the way companies interact with their customers. This has offered both marketers and consumers the advantages of convenience, flexibility, and ubiquity etc. Irrespective of the advantages of mobile advertising technology, it is not easy for marketers and researchers to form adoptable mobile advertising technology for consumers without being in a position to precisely foresee consumers’ behavioural outcome. Additionally, this field appears to be scant in academic researches. The current study was initiated to empirically |
Keywords | Emotional value, attitude, adoption intention, TAM model |
Year | 2018 |
Journal | South Asian Journal of Management Sciences |
Journal citation | 12 (2), pp. 188-209 |
Publisher | IQRA University |
ISSN | 2410-8537 |
Digital Object Identifier (DOI) | https://doi.org/10.21621/sajms.2018122.05 |
Web address (URL) | https://www.lens.org/020-235-789-995-772 |
Publication dates | |
Online | 2018 |
Publication process dates | |
Accepted | 2018 |
Deposited | 16 Mar 2023 |
Accepted author manuscript | License File Access Level Open |
https://openresearch.lsbu.ac.uk/item/936vx
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