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    Young consumers' motives for using SMS and perceptions towards SMS advertising

    115145_9074_64 - C - Teah _ Phau 3 ANZMAC 08 Young consumers_ motives.pdf (120.0Kb)
    Access Status
    Open access
    Authors
    Phau, Ian
    Teah, Min
    Date
    2008
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Phau, Ian and Teah, Min. 2008. Young consumers' motives for using SMS and perceptions towards SMS advertising, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
    Source Title
    Proceedings of Australian and New Zealand Marketing Academy conference 2008
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/19723
    Collection
    • Curtin Research Publications
    Abstract

    The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives for using SMS revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal communication, economical reasons, and public expression. The findings show that convenience and economical reasons influence SMS usage frequency. Social involvement influences attitudes towards SMS advertising. Managerial implications and limitations are also presented.

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