A Development and Empirical Validation of The Consumer Response Towards Sponsored Search Advertising (SSA) Model
A Development and Empirical Validation of The Consumer Response Towards Sponsored Search Advertising (SSA) Model
M. Khasawneh
2012
3 Citations
TLDR
This study sought to present a theoretical Model of Consumer Response Towards SSA by incorporating variables synthesized from the advertising and consumer behaviour literature, and empirically validated the model from the consumer’s perspective.