Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns.
Matti LeppäniemiHeikki KarjaluotoPublished in: J. Syst. Inf. Technol. (2008)
Keyphrases
- advertising campaigns
- search advertising
- online advertising
- demographic characteristics
- age groups
- individual differences
- interaction effects
- mobile devices
- mobile phone
- male and female
- males and females
- information technology
- mobile applications
- information retrieval
- electronic commerce
- age related
- dependent variables
- data mining
- display advertising
- behavioral intention