SMS Marketing: The Role of Permission

This research provides support for ease of use when it comes to adopting new technologies. That is, consumers’ motivation to use enjoyable and pleasant services like SMS can guide their perception of ease of use and usefulness.

SMS Marketing: The Role of Permission

Prashant Amin, Bijal Zaveri Amin and R.P. Patel

Abstract:

This research provides support for ease of use when it comes to adopting new technologies. That is, consumers' motivation to use enjoyable and pleasant services like SMS can guide their perception of ease of use and usefulness. Based on the findings, convenience is paramount in influencing SMS usage frequency of the young consumers. This finding is reinforced by prior studies (Leung, 2007) that the benefits SMS contribute to their lifestyles are because it is quick, easy to use and for other...

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