Determinants of effective SMS advertising: an experimental study

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service).
  

Determinants of effective SMS advertising: an experimental study

Dimitris Drossos, George M. Giaglis, George Lekakos, Flora Kokkinaki and Maria G. StavrakiAthens University of Economics and Business

INTRODUCTION

SMS campaigns are proliferating around...

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