Intention to Use Instagram by Generation Cohorts: The Perspective of Developing Markets
Purpose: The study aims to investigate the effect of behavioural and normative beliefs on attitude and subjective norm towards the use of Instagram respectively, and subsequently their effect on intention to use Instagram by generation cohort. The theory of reasoned action is adopted as underlyin...
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| Main Authors: | , , |
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| Format: | E-Article |
| Language: | English |
| Published: |
Global Business and Management Research
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/12093/1/Article%202.pdf http://ir.unimas.my/id/eprint/12093/ |
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