Effect of Advertising Effectiveness via Mobile Social Networks (SNS) on Consumer Engagement and the Behavioral Intentions of Online Consumers
<p id="p1">This chapter aims to determine the impact of advertising effectiveness via mobile social network service (SNS) on consumer engagement. It also focuses on the treatment of the hypothetical relationship between advertising effectiveness and the behavioral intentions of online consumers. In...
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| Format: | Book Chapter |
| Language: | English |
| Published: |
IntechOpen
2024
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| Subjects: | |
| Online Access: | https://www.intechopen.com/chapters/1190696 |
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