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Factors Influencing Gen Y and Gen Z Desire and Intention towards Mobile Viral Marketing Adoption |
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| รหัสดีโอไอ | |
| Creator | Nednapha Khumhom |
| Title | Factors Influencing Gen Y and Gen Z Desire and Intention towards Mobile Viral Marketing Adoption |
| Publisher | MSMIS Thammasat University |
| Publication Year | 2563 |
| Journal Title | Journal of information systems in Business JISB |
| Journal Vol. | 6 |
| Journal No. | 2 |
| Page no. | 21 |
| Keyword | Mobile viral marketing, Goal-directed behavior, Uses and gratifications theory, Consumer behavior, Generation Y, Generation Z |
| URL Website | http://www.jisb.tbs.tu.ac.th |
| ISSN | 2465-4264 |
| Abstract | The objectives of this study are to examine factors influencing desire and intention towards mobile viral marketing adoption amongst the Y and Z Generations. |
