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