Factors Influencing Customers’ Attitude Towards SMS Advertisement: Evidence from Mauritius
The purpose of this paper is to investigate factors influencing Mauritian consumers’ attitude towards SMS advertising. Based on the Uses and Gratifications (U&G) theory, a questionnaire was designed and administered among 277 University of Mauritius students using a survey method. Results showed a p...
Kaydedildi:
| Asıl Yazarlar: | , , , |
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| Materyal Türü: | Artigo |
| Dil: | Inglês |
| Baskı/Yayın Bilgisi: |
Sciendo
2019-08-01
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| Seri Bilgileri: | Studies in Business and Economics |
| Konular: | |
| Online Erişim: | https://doi.org/10.2478/sbe-2019-0031 |
| Etiketler: |
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