Towards an understanding of the acceptance of SMS marketing: This study provides insightful information for managers who are doing, wanting to do and/or get to know about SMS marketing

March 26th, 2010 admin

Product Description
This research focuses on a new increasingly more popular way of advertising, SMS marketing. Insight is given as to what SMS marketing exactly is, along with background information and (dis)advantages (in comparison with other direct marketing tools). A modified version of the Technology Acceptance Model (TAM) was used to test the acceptance of SMS marketing. Data was collected from a Dutch telecom company;of the 1039 customers approached by email, 150 responses (… More >>

Towards an understanding of the acceptance of SMS marketing: This study provides insightful information for managers who are doing, wanting to do and/or get to know about SMS marketing

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