An investigation into young consumers' motives and perceptions towards SMS advertising

An investigation into young consumers' motives and perceptions towards SMS advertising

The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives to use SMS messaging revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal...

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Bibliographic Details
Main Authors: Teah, Min, Phau, Ian
Format: Working Paper
Published: School of Marketing, Curtin Business School 2008
Subjects:
Young consumers
Australia
mobile advertising
SMS
Online Access:http://hdl.handle.net/20.500.11937/45731

Internet

http://hdl.handle.net/20.500.11937/45731

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