Gender difference in visual attention to digital content of place-based advertising: a data-driven scientific approach
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DOI: 10.1007/s10660-021-09494-9
Abstract: Due to the greater integration of digital technology within advertising and e-commerce, academics and practitioners need a better understanding of advertising effects in ecologically valid environments. This in-market study focuses on gender differences to investigate… read more here.
Keywords: gender; place based; advertising; based advertising ... See more keywords
Integrative perceived values influencing consumers' attitude and behavioral responses toward mobile location-based advertising: an empirical study in Vietnam
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DOI: 10.1108/apjml-08-2019-0475
Abstract: PurposeThe purpose of this paper is to examine a proposed model of location-based advertising (LBA) effectiveness upon the influence of integrative perceived values on consumers' attitude and behavioral responses in the immaturity of LBA in… read more here.
Keywords: behavioral responses; perceived values; location based; based advertising ... See more keywords