Customer acceptance of mobile marketing in Jordan: An extended UTAUT2 model with trust and risk factors
While mobile marketing is widely practised in developed countries, this is not always the case for developing countries, such as Jordan, where the acceptance level for mobile marketing remains low. This study aims to uncover the predictors for the behaviour of Jordanian customers with regard to the...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2019-12-01
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| Series: | International Journal of Engineering Business Management |
| Online Access: | https://doi.org/10.1177/1847979019889484 |