SMS advertising - a critical review and future directions
The area of SMS advertising is relatively new and under-researched within marketing literature. SMS advertising itself is encompassed by the broader areas of M-Commerce and Mobile advertising, which are experiencing rapid growth. A review of literature surrounding the topic of SMS advertising has re...
| Main Authors: | , |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/39367 |
| _version_ | 1848755573085962240 |
|---|---|
| author | Dix, Steve Jamieson, Kyle |
| author_facet | Dix, Steve Jamieson, Kyle |
| author_sort | Dix, Steve |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The area of SMS advertising is relatively new and under-researched within marketing literature. SMS advertising itself is encompassed by the broader areas of M-Commerce and Mobile advertising, which are experiencing rapid growth. A review of literature surrounding the topic of SMS advertising has revealed the key drivers of consumer acceptance. While the broad drivers of acceptance are agreed upon in the literature, researchers disagree on the importance of each issue. This review also presents a summary of the key gaps within SMS advertising literature. |
| first_indexed | 2025-11-14T08:58:27Z |
| format | Working Paper |
| id | curtin-20.500.11937-39367 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:58:27Z |
| publishDate | 2009 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-393672017-01-30T14:33:17Z SMS advertising - a critical review and future directions Dix, Steve Jamieson, Kyle Mobile advertising Acceptance M-Commerce SMS advertising The area of SMS advertising is relatively new and under-researched within marketing literature. SMS advertising itself is encompassed by the broader areas of M-Commerce and Mobile advertising, which are experiencing rapid growth. A review of literature surrounding the topic of SMS advertising has revealed the key drivers of consumer acceptance. While the broad drivers of acceptance are agreed upon in the literature, researchers disagree on the importance of each issue. This review also presents a summary of the key gaps within SMS advertising literature. 2009 Working Paper http://hdl.handle.net/20.500.11937/39367 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Mobile advertising Acceptance M-Commerce SMS advertising Dix, Steve Jamieson, Kyle SMS advertising - a critical review and future directions |
| title | SMS advertising - a critical review and future directions |
| title_full | SMS advertising - a critical review and future directions |
| title_fullStr | SMS advertising - a critical review and future directions |
| title_full_unstemmed | SMS advertising - a critical review and future directions |
| title_short | SMS advertising - a critical review and future directions |
| title_sort | sms advertising - a critical review and future directions |
| topic | Mobile advertising Acceptance M-Commerce SMS advertising |
| url | http://hdl.handle.net/20.500.11937/39367 |