SMS advertising the Hallyu way: drivers, acceptance and intention to receive

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SMS advertising the Hallyu way: drivers, acceptance and intention to receive

© 2016, © Emerald Group Publishing Limited. Purpose – The purpose of this paper is to examine the drivers of the acceptance of short message services (SMS) advertising and how it is still relevant and active in South Korea. Design/methodology/approach – An exploratory approach was applied with conve...

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Bibliographic Details
Main Authors:	Dix, Steve, Jamieson, K., Shimul, A.
Format:	Journal Article
Published:	Emerald Group Publishing 2016
Online Access:	http://hdl.handle.net/20.500.11937/67328

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