DIGITAL READINESS INFLUENCE ON MOBILE ADVERTISING ACCEPTANCE AMONG MILLENNIALS
This research explores influences of digital readiness on acceptance of mobile advertising. Millennials generation is used as object for this research considering their closeness to digital technology. Digital readiness is tested if it can become the antecedent of TAM. Since the context used is mobi...
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| Main Author: | |
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/21838 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
