The practice of mobile phone advertising in Japan: A grounded theory approach to looking at consumer perceptions
This research examines consumer perceptions towards the practice of mobile phone advertising in Japan. The research follows a grounded theory approach, guided by Strauss and Corbin (1998). The primary research was conducted in Tokyo. It was found that in Japan's technologically advanced society...
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| Format: | Others |
| Language: | en |
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University of Ottawa (Canada)
2013
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| Online Access: | http://hdl.handle.net/10393/28354 http://dx.doi.org/10.20381/ruor-12511 |