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A Bayesian network approach to examining key success factors of mobile games

✍ Scribed by Park, Hyun Jung; Kim, Sang-Hoon


Book ID
120451459
Publisher
Elsevier Science
Year
2013
Tongue
English
Weight
486 KB
Volume
66
Category
Article
ISSN
0148-2963

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## Abstract Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising formβ€”particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectivenes