Journal article 20530 views 2333 downloads
Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
Anshuman Sharma,
Yogesh Dwivedi 
,
Vikas Arya,
Muhammad Qutubuddin Siddiqui
,
Vikas Arya,
Muhammad Qutubuddin Siddiqui
Computers in Human Behavior, Volume: 124, Start page: 106919
Swansea University Author:
Yogesh Dwivedi
-
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DOI (Published version): 10.1016/j.chb.2021.106919
Abstract
Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
| Published in: | Computers in Human Behavior |
|---|---|
| ISSN: | 0747-5632 |
| Published: |
Elsevier BV
2021
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa57094 |
| Tags: |
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| Keywords: |
Advertising value; Artificial neural network; Attitude toward SMS advertising; Brand familiarity; SMS advertising perception; PLS-SEM; Purchase intention |
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| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
106919 |