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    SMS advertising - a critical review and future directions

    131232_131232-DeliveryManager.pdf (80.00Kb)
    Access Status
    Open access
    Authors
    Dix, Steve
    Jamieson, Kyle
    Date
    2009
    Type
    Working Paper
    
    Metadata
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    Citation
    Dix, Steve and Jamieson, Kyle. 2009. SMS advertising - a critical review and future directions, Marketing Insights, Curtin University of Technology, School of Marketing.
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/39367
    Collection
    • Curtin Research Publications
    Abstract

    The area of SMS advertising is relatively new and under-researched within marketing literature. SMS advertising itself is encompassed by the broader areas of M-Commerce and Mobile advertising, which are experiencing rapid growth. A review of literature surrounding the topic of SMS advertising has revealed the key drivers of consumer acceptance. While the broad drivers of acceptance are agreed upon in the literature, researchers disagree on the importance of each issue. This review also presents a summary of the key gaps within SMS advertising literature.

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