Digital mobile advertising: A Pitching research letter
Digital mobile advertising: A Pitching research letter
Author(s): Haroon Iqbal MaseehSubject(s): Accounting - Business Administration
Published by: EDITURA ASE
Keywords: Digital mobile advertising; purchase intention; mobile marketing; customer motivation; customer perception; pitching research;
Summary/Abstract: This pitch research letter applies the pitching template developed by Faff (2015; 2019) to an academic project titled “Impact of digital mobile advertising on customers’ purchase intention; mediating role of customer motivation and customer perception”. This PRL forms a framework for a research project which helps the pitcher identify core elements of research. This PRL consists of introduction of the pitching letter, followed by brief commentary on pitching exercise and personal reflection of the pitcher on this exercise.
Journal: Journal of Accounting and Management Information Systems
- Issue Year: 18/2019
- Issue No: 4
- Page Range: 640-646
- Page Count: 8
- Language: English