Drivers of acceptance for SMS advertising
This study aims to determine the drivers of consumer acceptance of SMS advertising in an Australian context. This replicates and extends the work of Merisavo et al. (2007) who conducted their study in Finland. The purpose of this research is to re-examine Merisavo et al.’s (2007) hypotheses wit...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62100 |