A conceptual model of consumer attitudes towards SMS advertising
| dc.contributor.author | Dix, Steve | |
| dc.contributor.author | Jamieson, Kyle | |
| dc.date.accessioned | 2017-01-30T13:54:39Z | |
| dc.date.available | 2017-01-30T13:54:39Z | |
| dc.date.created | 2009-11-23T20:02:04Z | |
| dc.date.issued | 2009 | |
| dc.identifier.citation | Dix, Steve and Jamieson, Kyle. 2009. A conceptual model of consumer attitudes towards SMS advertising, Marketing Insights, Curtin University of Technology, School of Marketing. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/36241 | |
| dc.description.abstract |
This paper presents the theoretical applications relevant to a study on the drivers of consumer acceptance of SMS advertising. This paper applies common underlying theories such as the Technology Acceptance Model and Diffusion of Innovation Theory to the field of SMS advertising. Common marketing concepts and theories are also applied to each of the proposed constructs within the study, Utility, Context, Sacrifice, Control, Trust and Attitudes to Advertising in General. This paper then summarises the study in the form of a conceptual framework, presenting a model and proposed hypotheses to be tested. | |
| dc.publisher | School of Marketing, Curtin Business School | |
| dc.subject | Technology acceptance | |
| dc.subject | SMS advertising | |
| dc.subject | Consumer acceptance | |
| dc.subject | Diffusion of innovation | |
| dc.title | A conceptual model of consumer attitudes towards SMS advertising | |
| dc.type | Working Paper | |
| dcterms.source.volume | 2009022 | |
| dcterms.source.series | Marketing Insights | |
| curtin.accessStatus | Open access | |
| curtin.faculty | Curtin Business School | |
| curtin.faculty | School of Marketing |