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Relationship and Effect of Entertainment, Informativeness, Credibility, Personalization and Irritation of Generation Y’s Attitudes towards SMS Advertising

Table 7:

Model R R Square Adjusted R Square Std. Error of the Estimate Durbin-Watson
1 .742a .550 .543 .51478 2.130
Predictors: (Constant), irritation, Informativeness, Creditability, Personalization, entertainment
Dependent Variable: attitudes
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