Digital Mobile Advertising: A Pitching Research Letter

Haroon Iqbal Maseeh ()
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Haroon Iqbal Maseeh: Griffith Business School, Griffith University, Australia

Journal of Accounting and Management Information Systems, 2019, vol. 18, issue 4, 640-646

Abstract: This pitch research letter applies the pitching template developed by Faff (2015; 2019) to an academic project titled “Impact of digital mobile advertising on customers’ purchase intention; mediating role of customer motivation and customer perception”. This PRL forms a framework for a research project which helps the pitcher identify core elements of research. This PRL consists of introduction of the pitching letter, followed by brief commentary on pitching exercise and personal reflection of the pitcher on this exercise.

Keywords: Digital mobile advertising; purchase intention; mobile marketing; customer motivation; customer perception; pitching research (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2019
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