The antecedents of consumers' engagement with mobile advertising towards purchase decision: A cross-sectional study in Malaysia

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The antecedents of consumers' engagement with mobile advertising towards purchase decision: A cross-sectional study in Malaysia

This empirical research examines the relationship between the predicted determinants related to personal, environmental and behavioral factors on consumers' engagement and purchase decision with mobile advertising. The foundation of this research was inspired based on the psychology-based theor...

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Bibliographic Details
Published in:	Innovation and Knowledge Management: A Global Competitive Advantage - Proceedings of the 16th International Business Information Management Association Conference, IBIMA 2011
Main Author:	Noor M.N.M.; Sreenivasan J.; Ismail H.
Format:	Conference paper
Language:	English
Published:	International Business Information Management Association, IBIMA 2011
Online Access:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-84905093714&partnerID=40&md5=3bc42b3f631c1408d2377296c15c7cee

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