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Journal of Marketing Communications Volume 29, 2023 - Issue 6
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Research Articles

Marketing mobile payment to baby boomers during COVID-19 pandemic: The role of emotional appeal, advertising creativity and perceived value

Zazli Lily WiskerSchool of Innovative, Design and Technology, Wellington Institute of Technology, Petone, New ZealandCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-3069-6112View further author information
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Pages 535-557 | Received 09 Sep 2021, Accepted 12 Mar 2022, Published online: 16 Mar 2022

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