A survey on sms mobile marketing : antecedents to permission on young consumers
The objective of this study is to exam the significance relationship between the four antecedent factors of mobile market experience, personal trust, perceived control, institutional trust, and interaction gender that affects young consumers' willingness to give permission in receiving SMS adve...
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| Format: | Final Year Project Report / IMRAD |
| Language: | English English |
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Universiti Malaysia Sarawak, (UNIMAS)
2010
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| Online Access: | http://ir.unimas.my/id/eprint/965/ http://ir.unimas.my/id/eprint/965/1/huey.pdf http://ir.unimas.my/id/eprint/965/8/Teo%20Huey%20Lian.pdf |
| Summary: | The objective of this study is to exam the significance relationship between the four antecedent factors of mobile market experience, personal trust, perceived control, institutional trust, and interaction gender that affects young consumers' willingness to give permission in receiving SMS advertising. |
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