Investigating the drivers of consumer acceptance and response of SMS advertising

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Investigating the drivers of consumer acceptance and response of SMS advertising

This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioral responses to SMS adverti...

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Bibliographic Details
Main Authors:	Dix, Steve, Phau, Ian, Jamieson, Kyle, Shimul, Anwar Sadat
Format:	Journal Article
Published:	2015
Online Access:	http://hdl.handle.net/20.500.11937/21340

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