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Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

Interactivity on Web Site Preference and Memory: Role of Personal Motivation. In: Journal of Computer Mediated Communication, 10(1), http://jcmc.indiana.edu/vol10/issue1/chung.html. Churchill, G. A. Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73. Doi: 10.2307/3150876 Clark, L. A., & Watson, D. (1995). Constructing validity: Basic issues in objective scale development.Psychological Assessment, 7(3), 309-319. Doi: http://dx.doi.org/10

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