Drivers of acceptance for SMS advertising

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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...

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Bibliographic Details
Main Authors:	Dix, Steve, Jamieson, Kyle, Phau, Ian
Other Authors:	Erdener Kaynak
Format:	Conference Paper
Published:	International Management Development Association 2011
Online Access:	http://hdl.handle.net/20.500.11937/62100

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