Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius
The purpose of this paper is to investigate factors influencing Mauritian consumers’ attitude towards SMS advertising. Based on the Uses and Gratifications (U&G) theory, a questionnaire was designed and administered among 277 University of Mauritius students using a survey method. Results showed...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Language: | English |
| Published: |
Lucian Blaga University
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/96885 |