## Abstract This study examined the acceptance of SMS advertising, an increasingly popular mobile marketing practice, among young Chinese consumers. A modified technology acceptance model (TAM) was developed to test the intention to use SMS advertisingβthat is, to read the advertising message and t
β¦ LIBER β¦
Understanding the rising Chinese consumer: an introduction
β Scribed by Cheng Lu Wang; Geng Cui
- Publisher
- John Wiley and Sons
- Year
- 2008
- Tongue
- English
- Weight
- 48 KB
- Volume
- 7
- Category
- Article
- ISSN
- 1472-0817
- DOI
- 10.1002/cb.268
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