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dc.contributor.authorDix, Steve
dc.contributor.authorJamieson, Kyle
dc.date.accessioned2017-01-30T14:33:16Z
dc.date.available2017-01-30T14:33:16Z
dc.date.created2009-11-23T20:02:04Z
dc.date.issued2009
dc.identifier.citationDix, Steve and Jamieson, Kyle. 2009. SMS advertising - a critical review and future directions, Marketing Insights, Curtin University of Technology, School of Marketing.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/39367
dc.description.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.

dc.publisherSchool of Marketing, Curtin Business School
dc.subjectMobile advertising
dc.subjectAcceptance
dc.subjectM-Commerce
dc.subjectSMS advertising
dc.titleSMS advertising - a critical review and future directions
dc.typeWorking Paper
dcterms.source.volume2009021
dcterms.source.seriesMarketing Insights
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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