Factors that Predict Attitudinal Grouping towards SMS Advertising
نویسندگان
چکیده
منابع مشابه
An Empirical Study of Factors Influencing Consumer Attitudes towards SMS Advertising
This article examines factors influencing consumer attitudes towards SMS advertising. The study’s research framework was conceptualized using five predictor variables – informativeness, irritation, privacy, credibility, and incentives – and an outcome variable of consumer attitudes towards SMS advertising. The informativeness, irritation, and privacy was labelled as central route constructs and...
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The increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. Mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with their c...
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Executive Summary Wireless advertising is a new, exciting marketing channel with unique features, still in its infancy. The ability to send out targeted, customised information directly to the pockets of the consumers is a very appealing concept to most advertisers. The predictions of future industry growth are skyrocketing and many players are eager to invest. However, many hesitate and some a...
متن کاملsms advertising and consumer privacy: analysis of factors affecting consumer willingness to send and receive information in permission and data based sms advertising
the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...
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ژورنال
عنوان ژورنال: International Journal of Interactive Mobile Technologies (iJIM)
سال: 2018
ISSN: 1865-7923
DOI: 10.3991/ijim.v12i5.8985