An empirical study on consumer intention to participate in mobile marketing in China

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Junhong He; Depeng Zhang; Yixia Mao;
  • Subject: Mobile marketing, Participate, Structural equation, Intention.

Mobile marketing is a kind of marketing activities through personal mobile devices. In recent years, mobile marketing is widely carried out in China. However, many enterprises which carried out mobile marketing did not achieve the desired effects. One of the reasons is ... View more
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