Purpose–The purpose of this paper is to examine young consumers' motives for using short
message service (SMS), their SMS usage frequency, and their attitudes towards SMS …

This study investigates the predictors of consumers' attitudes towards SMS advertising. The
results of the study provide empirical evidence that mobile SMS advertising is a bona fide …

Consumers' attitude about perception of creativity in advertising SMS is one of issues
proposed in information technology and marketing era that is not so much identified yet. The …

Due to the competitive environment, the changes in the higher education landscape and
limited financial resources, higher education institutions are forced to evaluate and review …

What is the impact of three attributes of consumers' Perceived Advertising Values and
Attitudes (PAVA) towards SMS advertisements? Which feature (s) of an SMS advertisement …

Son yıllarda mobil iletişim pazarının hızla büyümesi, bu mecrayı pazarlama faaliyetleri için
elverişli bir kanal haline getirmiştir. Ancak mobil pazarlama uygulamalarının etkin olabilmesi …

Mobile marketing entails reaching customers through voice, Multimedia Services (MMS) and
Short Message Services (SMSs) for various promotion-related objectives. Mobile networks …

This study focuses on factors that predict consumer attitudes towards short message service
(SMS) advertising. The purpose of the study is to build a predictive framework that can be …

Mobile marketing is a marketing technique which uses established systems that give
businesses the ability to communicate directly with customers through smartphones or other …

This chapter seeks to extend current knowledge relating to innovative methods in marketing.
The authors consider the significance of SMS marketing amongst Small and Medium …