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Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach.
Anshuman Sharma
Yogesh K. Dwivedi
Vikas Arya
Muhammad Qutubuddin Siddiqui
Published in:
Comput. Hum. Behav. (2021)
Keyphrases
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neural network
purchase intention
online shopping
electronic word of mouth
consumer behavior
online stores
partial least squares
product quality
internet advertising
information retrieval
mobile phone
electronic commerce
latent variables
virtual communities
relevance feedback
survey data
website