Exploring mobile social media advertising towards purchase intention: the roles of Ducoffe’s web advertising model, credibility, and incentives

• Main Authors: Chan, Wen Shen, Chang, Yong Chee, Ooi, Joshua Jun Ern, Kok, Ming Yenn, Yip, Khong Chen
• Format: Final Year Project / Dissertation / Thesis
• Published: 2019
• Subjects: HF Commerce
• Online Access: http://eprints.utar.edu.my/3931/1/fyp_MK_2019_CWS_%2D_1605507.pdf; http://eprints.utar.edu.my/3931/

With the proliferation of mobile social media users, mobile social media advertising (mobile SMA) have become among the most widely used promotional media among marketers. This paper provides theories that will further explain the determinants of mobile SMA which will affect consumers’ purchase inte...