Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius

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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...

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Bibliographic Details
Main Authors:	Sannegadu, Rajesh, Gunesh, Raj, Seethiah, Dhruvandranand, Dookhony-Ramphul, Kiran
Format:	Journal Article
Language:	English
Published:	Lucian Blaga University 2019
Online Access:	http://hdl.handle.net/20.500.11937/96885

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