Wearout in the mobile advertising context is explored and some insights regarding irritation antecedents and the role played by frequency and other positive factors in the causal model proposed by the academy are assessed.
Royo-Vela, M. and Meyer, F. (2016), "Exploring Wearout and Some Insights and Replies to Factors Affecting Irritation and Attitudes towards Mobile Advertising", De Pelsmacker, P. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, pp. 211-241. https://doi.org/10.1108/978-1-78560-313-620151010Download as .RIS
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