Conceptual design model of interactive television advertising: towards influencing impulse purchase tendency

• المؤلف الرئيسي: Azizah, Che Omar
• التنسيق: أطروحة
• اللغة: English; English
• منشور في: 2016
• الموضوعات: T Technology (General)
• الوصول للمادة أونلاين: http://etd.uum.edu.my/6006/

Previous research indicates the importance of content creation development in interactive television (iTV) advertising, which could bring the opportunities for advertisers to increase the effectiveness and interactivity of the iTV advertising. Impulse purchase is one of the important factors that in...