The mediation effect of intrinsic and extrinsic motivation on generation Y: An analysis of mobile advertising attitudes

  • Arie Kusumawati
  • Published 2017 in
    2017 4th International Conference on New Media…

Abstract

Y generation has been at the forefront of adopting technology and interacting more with mobile devices. Mobile advertising is considered the application of this technology. Many firms have embraced this, although studies reveal that consumer have a negative attitude towards it. This is why this study was conducted, as to obtain new information if generation… (More)

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