Consumer attitudes and interactive digital advertising

Julian Ming-Sung Cheng, Charles Blankson, Edward Shih-Tse Wang & Lily Shui-Lien Chen

This research examines consumer attitudes towards four sub-types of interactive digital advertising: internet-based e- and email advertising, and mobile-phone-based SMS- and MMS-type advertising.

Consumer attitudes and interactive digital advertising

Julian Ming-Sung ChengNational Central University, Taiwan

Charles BlanksonUniversity of North Texas

Edward Shih-Tse WangNational Chung-Hsing University, Taiwan

Lily Shui-Lien ChenHsing-Wu College, Taiwan...

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