Consumers’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans

Alexander Muk

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones.

Consumers' intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans

Alexander MukUniversity of Wisconsin-Whitewater

INTRODUCTION

Innovation creates advertising opportunities and challenges. Advances in mobile phone technologies...

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