Stay Away From Me
Abstract
This study attempts to identify the potential determinants of advertising avoidance in the context of personalized advertising media, including unsolicited commercial e-mail, postal direct mail, telemarketing, and text messaging. Using a self-administered survey (n = 442), the proposed model is tested with structural equation modeling analysis. The findings indicate that while ad skepticism partially mediates the relationship between ad...
Paper Details
Title
Stay Away From Me
Published Date
Apr 1, 2012
Journal
Volume
41
Issue
1
Pages
59 - 76
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Notes
History