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dc.contributor.authorPhau, Ian
dc.contributor.authorTeah, Min
dc.contributor.editorDaniela Spanjaard, Sara Denize and Neeru Sharma
dc.date.accessioned2017-01-30T12:15:22Z
dc.date.available2017-01-30T12:15:22Z
dc.date.created2008-12-09T18:01:39Z
dc.date.issued2008
dc.identifier.citationPhau, 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.urihttp://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.publisherUniversity of Western Sydney
dc.subjectSMS usage
dc.subjectConvenience
dc.subjectYoung consumer
dc.subjectSMS advertising
dc.subjectEconomic
dc.subjectUsage frequency
dc.titleYoung consumers' motives for using SMS and perceptions towards SMS advertising
dc.typeConference Paper
dcterms.source.titleProceedings of Australian and New Zealand Marketing Academy conference 2008
dcterms.source.seriesProceedings of Australian and New Zealand Marketing Academy conference 2008
dcterms.source.conferenceAustralian and New Zealand Marketing Academy Conference
dcterms.source.conference-start-dateDec 1 2008
dcterms.source.conferencelocationOlympic Park, Sydney
dcterms.source.placeSydney
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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