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Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach

Anshuman Sharma, Yogesh K. Dwivedi, Vikas Arya, Muhammad Qutubuddin Siddiqui. Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach. Computers in Human Behavior, 124:106919, 2021. [doi]

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