机译:Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
Ajman Univ, Coll Business Adm, Dept Mkt, Ajman, U Arab Emirates;
Swansea Univ, Sch Management, Room 323,Bay Campus, Swansea SA1 8EN, W Glam, Wales;
Int Univ Rabat, Rabat Business Sch, Rabat, Morocco;
Advertising value; Artificial neural network; Attitude toward SMS advertising; Brand familiarity; SMS advertising perception; PLS-SEM; Purchase intention;