Mobile social media marketing: a partial least squares structural equation modelling approach
The revolution of mobile technologies has brought various innovations to humankind. Mobile social media marketing (m-SMM) is an emerging innovation in marketing communication channel with benefits for sellers. Therefore, the study determines to recognise the elements contributing to the adoption of...
Saved in:
Main Authors: | Yap, Wei-Chyi, Garry, Wei-Han Tan |
---|---|
Format: | Journal |
Language: | English |
Published: |
2017
|
Subjects: | |
Online Access: | http://ur.aeu.edu.my/514/1/Mobile%20social%20media%20marketing%20a%20partial%20least%20squares%20structural%20equation%20modelling%20approach.pdf http://ur.aeu.edu.my/514/ |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Similar Items
-
Partial Least Square Structural Equation Modeling (PLS-SEM) / Nur Zainie Abd Hamid
by: Abd Hamid, Nur Zainie
Published: (2020) -
Mobile marketing in the 21st century: a partial least squares structural equation modelling approach
by: Pan, Vic-Qi, et al.
Published: (2015) -
Factors influencing non-green consumers’ purchase intention: A partial least squares structural equation modelling (PLS-SEM) approach
by: Siti Munerah, A. K. *, et al.
Published: (2021) -
Factors Influencing Consumers' Behavioral Intention to Purchase Online Tourism Products via Mobile Device
by: Garry, Wei-Han Tan
Published: (2019) -
Using Partial Least Square Approach to Investigate the Attitude and Behavioural Intention of Malaysian College Students to Adopt M-Learning
by: Jong, Ng Phen
Published: (2015)