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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

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Published in: Computers in Human Behavior
ISSN: 0747-5632
Published: Elsevier BV 2021
Online Access: Check full text

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Keywords: Advertising value; Artificial neural network; Attitude toward SMS advertising; Brand familiarity; SMS advertising perception; PLS-SEM; Purchase intention
College: Faculty of Humanities and Social Sciences
Start Page: 106919