Consumer attitudes towards mobile marketing in the smart phone era.
Catherine WatsonJeff McCarthyJennifer E. RowleyPublished in: Int. J. Inf. Manag. (2013)
Keyphrases
- smart phones
- attitudes toward
- electronic word of mouth
- mobile devices
- mobile phone
- consumer behavior
- statistically significant
- mobile applications
- purchase behavior
- perceived usefulness
- handheld devices
- mobile platform
- processing power
- computer technology
- wifi
- android platform
- mobile platforms
- behavior analysis
- context aware
- m learning
- internet advertising
- marketing strategies
- gender differences
- online shopping
- mobile technologies
- behavioral intention
- survey instrument
- mobile users
- learning styles
- sixth grade
- mobile learning