SMS advertising - a critical review and future directions
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.
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
Collection
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