Uncovering patterns in mobile advertising opt-in behaviour: A decision hierarchy approach

Stuart Barnes, Eusebio Scornavacca

Research output: Contribution to journalArticle

10 Citations (Scopus)
Original languageEnglish
Pages (from-to)405-416
Number of pages12
JournalInternational Journal of Mobile Communications
Volume6
Issue number4
DOIs
Publication statusPublished - Apr 2008

Keywords

  • Campaign
  • Decision hierarchy
  • Global priorities
  • Mobile advertising
  • Mobile marketing
  • Opt-in
  • Administrative data processing
  • Decision making
  • Marketing
  • Mobile telecommunications systems
  • Wireless telecommunications systems
  • Hierarchical systems

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