The effect of timeliness of benefits and costs on mobile coupon sharing: a moderating role of use of length in social network sites
نویسندگان
چکیده
Timeliness of benefits and costs have some unusual effects on m-coupon sharing. Length of use was considered as a moderating variable between the relationship of long-term factors and sharing intention. This paper provides a new perspective for retailers and SNSs generating a strategy of mobile marketing and the spreading of eWOMs.
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تاریخ انتشار 2016