Consumers Perceptions and Attitudes towards SMS Mobile Marketing in New Zealand.
Amy CarrollStuart J. BarnesEusebio Scornavacca Jr.Published in: ICMB (2005)
Keyphrases
- attitudes toward
- mobile phone
- consumer behavior
- electronic word of mouth
- statistically significant
- perceived usefulness
- text messaging
- short message service
- purchasing behavior
- mobile devices
- computer technology
- high school
- marketing strategies
- mobile phone users
- marketing campaigns
- survey instrument
- college students
- mobile learning
- mobile users
- mobile applications
- online consumer
- computer assisted language learning
- positive attitude
- gender differences
- online shopping
- short messages
- control group
- social media
- eighth grade