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

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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Bibliographic Details
Main Authors: Long Cuu Hoang, Hoan Phuc Ho, Hung Xuan Dao, Binh Gia Nguyen, Giang Vu Chau Le, Ha Nhu Ngoc Nguyen
Format: Article
Language:English
Published: HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE 2024-05-01
Series:Ho Chi Minh City Open University Journal of Science - Economics and Business Administration
Subjects:
app download intention
generation z
ho chi minh city (hcmc)
playable advertisements
playable technology
Online Access:https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3154
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https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3154

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