Young consumers' motives for using SMS and perceptions towards SMS advertising
| dc.contributor.author | Phau, Ian | |
| dc.contributor.author | Teah, Min | |
| dc.contributor.editor | Daniela Spanjaard | |
| dc.contributor.editor | Sara Denize | |
| dc.contributor.editor | Neeru Sharma | |
| dc.date.accessioned | 2017-01-30T12:15:22Z | |
| dc.date.available | 2017-01-30T12:15:22Z | |
| dc.date.created | 2008-12-09T18:01:39Z | |
| dc.date.issued | 2008 | |
| dc.identifier.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. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/19723 | |
| dc.description.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. | |
| dc.publisher | University of Western Sydney | |
| dc.subject | SMS usage | |
| dc.subject | Convenience | |
| dc.subject | Young consumer | |
| dc.subject | SMS advertising | |
| dc.subject | Economic | |
| dc.subject | Usage frequency | |
| dc.title | Young consumers' motives for using SMS and perceptions towards SMS advertising | |
| dc.type | Conference Paper | |
| dcterms.source.title | Proceedings of Australian and New Zealand Marketing Academy conference 2008 | |
| dcterms.source.series | Proceedings of Australian and New Zealand Marketing Academy conference 2008 | |
| dcterms.source.conference | Australian and New Zealand Marketing Academy Conference | |
| dcterms.source.conference-start-date | Dec 1 2008 | |
| dcterms.source.conferencelocation | Olympic Park, Sydney | |
| dcterms.source.place | Sydney | |
| curtin.accessStatus | Open access | |
| curtin.faculty | Curtin Business School | |
| curtin.faculty | School of Marketing |