No Cover Image

Journal article 216 views 3 downloads

Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach

Anshuman Sharma, Yogesh Dwivedi Orcid Logo, Vikas Arya, Muhammad Qutubuddin Siddiqui

Computers in Human Behavior, Volume: 124, Start page: 106919

Swansea University Author: Yogesh Dwivedi Orcid Logo

  • Revised Manuscript.pdf

    PDF | Accepted Manuscript

    ©2021 All rights reserved. All article content, except where otherwise noted, is licensed under a Creative Commons Attribution Non-Commercial No Derivatives License (CC-BY-NC-ND)

    Download (820.81KB)
Published in: Computers in Human Behavior
ISSN: 0747-5632
Published: Elsevier BV 2021
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa57094
Tags: Add Tag
No Tags, Be the first to tag this record!
Keywords: Advertising value; Artificial neural network; Attitude toward SMS advertising; Brand familiarity; SMS advertising perception; PLS-SEM; Purchase intention
College: School of Management
Start Page: 106919