Review paper
Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
Abstract
SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is a dearth of comprehensive studies, suggesting precursors of SMS advertising perception and the process by which it influences the purchase intention. This study concentrates on answering this particular question by developing a research model and empirically validating it, based on the...
Paper Details
Title
Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
Published Date
Nov 1, 2021
Journal
Volume
124
Pages
106919 - 106919
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