An empirical study of the drivers of consumer acceptance of mobile advertising

The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers.
  

An empirical study of the drivers of consumer acceptance of mobile advertising

Marko Merisavo, Sami Kajalo, Ville Virtanen, Sami Salmenkivi and Mika RaulasHelsinki School of Economics (HSE), Finland

Heikki Karjaluoto and Matti LeppäniemiUniversity...

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