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Vol 17. No. 3 (Mar 2016) / Papers

Does personal innovativeness moderate the effect of irritation on consumers’ attitudes towards mobile advertising?

The existing literature shows that there is a negative relationship between irritation and consumers’ attitudes towards mobile advertising. In spite of this, little attempt has been made to reduce this effect. Thus, this study examines the...

Dawn of the digital age and the evolution of the marketing mix

Industry analysis of TV commercials: Do companies reflect audience profiles?

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