# The role of self-efficacy and firm size in the online advertising services continuous adoption intention: Theory of planned behavior approach

> Research article (Journal of Open Innovation Technology Market and Complexity, 2023) · cited 42× · AI/ML

**Wikidata**: [openalex:W4362471707](https://www.wikidata.org/wiki/openalex:W4362471707)  
**Source**: https://4ort.xyz/entity/the-role-of-self-efficacy-and-firm-size-in-the-online-advertising-services-continuous-adoption-intention-theory-of-plann