Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
Anshuman SharmaDepartment of Marketing, College of Business Administration, Ajman University, Ajman, United Arab EmiratesYogesh K. DwivediSchool of Management, Room #323, Swansea University, Bay Campus, Fabian Bay, Swansea, SA1 8EN, Wales, UKVikas AryaRabat Business School, International University of Rabat, Rabat, Morocco, North AfricaMuhammad Qutubuddin SiddiquiDepartment of Marketing, College of Business Administration, Ajman University, Ajman, United Arab Emirates
2021en
ABI
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