MODELLING THE INFLUENCE OF ONLINE MARKETING COMMUNICATION ON BEHAVIOURAL INTENTIONS
The present study addresses the manners in which potential consumers react to and examine online marketing communication efforts, and how their perceptions influence various decisions. By drawing from theories of consumer behaviour, several variables are taken into consideration, a model designed to...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Romanian Foundation for Business Intelligence
2014-12-01
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| Series: | Network Intelligence Studies |
| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/NIS_4_13.pdf
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