A conceptual model of consumer attitudes towards SMS advertising

A conceptual model of consumer attitudes towards SMS advertising

This paper presents the theoretical applications relevant to a study on the drivers of consumer acceptance of SMS advertising. This paper applies common underlying theories such as the Technology Acceptance Model and Diffusion of Innovation Theory to the field of SMS advertising. Common marketing co...

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Bibliographic Details
Main Authors: Dix, Steve, Jamieson, Kyle
Format: Working Paper
Published: School of Marketing, Curtin Business School 2009
Subjects:
Technology acceptance
SMS advertising
Consumer acceptance
Diffusion of innovation
Online Access:http://hdl.handle.net/20.500.11937/36241

Internet

http://hdl.handle.net/20.500.11937/36241

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