Journal article 770 views 1359 downloads
Predicting trust in online advertising with an SEM-artificial neural network approach
Lai-Ying Leong,
Teck-Soon Hew,
Keng-Boon Ooi,
Yogesh Dwivedi 
Expert Systems with Applications, Volume: 162, Start page: 113849
Swansea University Author:
Yogesh Dwivedi
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DOI (Published version): 10.1016/j.eswa.2020.113849
Abstract
Predicting trust in online advertising with an SEM-artificial neural network approach
| Published in: | Expert Systems with Applications |
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| ISSN: | 0957-4174 |
| Published: |
Elsevier BV
2020
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| Online Access: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa54890 |
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| Keywords: |
Consumer trust; Online advertising; Trust building model; ADTRUST; Artificial neural network |
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| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
113849 |