Young consumers' motives for using SMS and perceptions towards SMS advertising

Young consumers' motives for using SMS 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 for using SMS revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal commun...

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Bibliographic Details
Main Authors: Phau, Ian, Teah, Min
Other Authors: Daniela Spanjaard
Format: Conference Paper
Published: University of Western Sydney 2008
Subjects:
SMS usage
Convenience
Young consumer
SMS advertising
Economic
Usage frequency
Online Access:http://hdl.handle.net/20.500.11937/19723

Internet

http://hdl.handle.net/20.500.11937/19723

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