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...
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| Principais autores: | , , , |
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| 格式: | Artigo |
| 語言: | Inglês |
| 出版: |
Sciendo
2019-08-01
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| 叢編: | Studies in Business and Economics |
| 主題: | |
| 在線閱讀: | https://doi.org/10.2478/sbe-2019-0031 |
| 標簽: |
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