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The moderating effect of subjective norms, perceived behavioural control and gender on the relationship between attitude towards internet advertising and purchase intention of University students in Kenya.

Type of Resource:
Journal Article

Year of Publication:
2014

Indicators:
- Enablers


Themes:
- Internet Or Digital Rights and Freedoms


Author(s): Ogutu RP, Ogutu M., Njanja L.

Internet moderation, Internet advertising & genger attitude

URL
http://erepository.uonbi.ac.ke/bitstream/handle/11295/79195/Ogutu_%20The%20moderating%20effect%20of%20subjective%20norms%2c%20perceived%20behavioural%20control%20and%20gender%20.pdf?sequence=1&isAllowed=y

Region of Study:
East Africa,

Country of Study:
Kenya,

Study Quality
High