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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Номзүйн дэлгэрэнгүй

Үндсэн зохиолчид:	Rajesh Sannegadu, Raj Gunesh, Dhuvandranand Seethiah, Kiran Dookhony-Ramphul
Формат:	Artigo
Хэл сонгох:	Inglês
Хэвлэсэн:	Sciendo 2019-08-01
Цуврал:	Studies in Business and Economics
Нөхцлүүд:	sms advertising advertising value infotainment credibility of advert
Онлайн хандалт:	https://doi.org/10.2478/sbe-2019-0031
Шошгууд:	Шошго нэмэх Шошго байхгүй, Энэхүү баримтыг шошголох эхний хүн болох!