Exploring the attitudes and behaviour of Gen Z students towards branded mobile apps in an emerging market: UTAUT2 model extension
S Axcell, D Ellis - Young Consumers, 2023 - emerald.com
Purpose With the increasing mobile activity of the Generation Z market (born after 1994),
marketers' interest in this social group is rising. This research paper aims to uncover the …
marketers' interest in this social group is rising. This research paper aims to uncover the …