The Moderation Effect Of Ad Skepticism On Perceived Values Of Mobile Advertising

Research output: Contribution to conferenceConference presentation/ephemera

Abstract

It has become increasingly important for companies to utilize mobile advertising
to effectively communicate with their target consumers. Although mobile advertising is more and more accepted as an important format in a company's integrated communication plans, limited knowledge has been developed about consumers' responses to mobile advertising (Shimp and Andrews 2013).
Original languageEnglish
Publication statusPublished - 21 Jul 2016
EventGlobal Marketing Conference - Hong Kong, Hong Kong
Duration: 1 Jan 2011 → …

Conference

ConferenceGlobal Marketing Conference
CountryHong Kong
CityHong Kong
Period1/01/11 → …

Fingerprint

Perceived value
Mobile advertising
Moderation
Skepticism
Integrated
Communication
Consumer response

Cite this

Liu, F. (2016). The Moderation Effect Of Ad Skepticism On Perceived Values Of Mobile Advertising. Paper presented at Global Marketing Conference, Hong Kong, Hong Kong.
Liu, Fang. / The Moderation Effect Of Ad Skepticism On Perceived Values Of Mobile Advertising. Paper presented at Global Marketing Conference, Hong Kong, Hong Kong.
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Liu, F 2016, 'The Moderation Effect Of Ad Skepticism On Perceived Values Of Mobile Advertising' Paper presented at Global Marketing Conference, Hong Kong, Hong Kong, 1/01/11, .

The Moderation Effect Of Ad Skepticism On Perceived Values Of Mobile Advertising. / Liu, Fang.

2016. Paper presented at Global Marketing Conference, Hong Kong, Hong Kong.

Research output: Contribution to conferenceConference presentation/ephemera

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Liu F. The Moderation Effect Of Ad Skepticism On Perceived Values Of Mobile Advertising. 2016. Paper presented at Global Marketing Conference, Hong Kong, Hong Kong.