The role of perceived usefulness and annoyance on programmatic advertising: the moderating effect of Internet user privacy and cookies

Article

Abstract: Purpose: The study of the background to programmatic advertising is of great interest in the context

Palabras claves:

Cookies, digital marketing, Internet usage, Perceived annoyance, Perceived usefulness, PLS-SEM model, privacy, Programmatic advertising, Usability

Autores:

Cuesta-Valiño P., Estela Núñez-Barriopedro, Mansori-Amar S.

Fuentes:

scopus