Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising
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DOI: 10.1080/10496491.2016.1251526
Abstract: Abstract This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive… read more here.
Keywords: consumer acceptance; sms advertising; acceptance sms; acceptance ... See more keywords