Yousra Alaa Eldeen Talaat Abdelsamei <br/><br/>
Extending the theory of planned behavior and technology acceptance model in predicting youth attitude and intent towards mobile viral marketing /  
Yousra Alaa Eldeen Talaat Abdelsamei ; Supervised Tamer Awad 
 - Cairo :   Yousra Alaa Eldeen Talaat Abdelsamei ,   2015 
 - 180 Leaves :   charts ;   30cm 
<br/><br/>Thesis (M.Sc.) - German University - Faculty of Postgraduate Studies and Scientific Research - Department of Management 
<br/><br/> Mobile phones have become an inseparable part of consumers' lives. Due to the rapid increase in the ownership of mobile phones, a new marketing technique has emerged which allows marketers to reach consumers more efficiently and effectively than before. The purpose of this study is to integrate the theory of planned behavior (TFB) and technology acceptance model (TAM) to predict young Egyptian consumers' mobile viral attitudes and intents. A survey was admmistered to four hundred and twenty six college students, in addition to, ten in-depth interviews were conducted with college students from both public and private universities in Cairo 
<br/><br/><label>Subjects--Index Terms: </label>Mobile phones Planned Behavior (TFB)  Technology Acceptance Model (TAM)