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

Henry Boateng, Abednego Feehi Okoe and Asante Bismark Omane, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 3 ()
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 moderating effect of personal innovativeness on
the relationship between irritation and attitudes towards mobile

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