@article{660ed7a152324b40be3632c1b87453fc,
title = "Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing",
keywords = "Branding, Consumer acceptance of new technology, Generation M, Global marketing, Marketing communications, Mobile marketing, Wireless communications",
author = "AJ Rohm and T Gao and F Sultan and M Pagani",
year = "2012",
doi = "10.1016/j.bushor.2012.05.004",
language = "American English",
volume = "55",
pages = "485--493",
journal = "Business Horizons",
issn = "0007-6813",
publisher = "Elsevier",
number = "5",
}