How playable advertisements affect Gen Z’s intention to download apps in Ho Chi Minh City

With the rapid growth of the Internet and portable devices such as smartphones and tablets, mobile advertisements have become a powerful, widely implemented marketing method. Having been popularly developed from 2014 - 2015, playable advertisements quickly gained intentions from advertisers, markete...

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Detalhes bibliográficos

Principais autores:	Long Cuu Hoang, Hoan Phuc Ho, Hung Xuan Dao, Binh Gia Nguyen, Giang Vu Chau Le, Ha Nhu Ngoc Nguyen
Formato:	Artigo
Idioma:	Inglês
Publicado em:	HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2024-05-01
Colecção:	Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
Assuntos:	app download intention generation z ho chi minh city (hcmc) playable advertisements playable technology
Acesso em linha:	https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3154
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