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Malaysian Consumers Attitude towards Mobile Advertising, the Role of Permission and Its Impact on Purchase Intention: A Structural Equation Modeling Approach
2013
Asian Social Science
The recent development of a global telecommunication technology provides a new mechanism for companies to promote their products and services. This modern electronic advertising concept is commercially known as mobile advertising. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising remains unclear. A wise understanding is essential to ensure the effective use of this medium in the future. This study analyzed the
doi:10.5539/ass.v9n5p135
fatcat:cddd7twiuvenvam5xhxc7p3gjy