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Predicting trust in online advertising with an SEM-artificial neural network approach

Lai-Ying Leong, Teck-Soon Hew, Keng-Boon Ooi, Yogesh Dwivedi Orcid Logo

Expert Systems with Applications, Volume: 162, Start page: 113849

Swansea University Author: Yogesh Dwivedi Orcid Logo

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Published in: Expert Systems with Applications
ISSN: 0957-4174
Published: Elsevier BV 2020
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Keywords: Consumer trust; Online advertising; Trust building model; ADTRUST; Artificial neural network
College: Faculty of Humanities and Social Sciences
Start Page: 113849