Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument
Joost Wouters and Martin Wetzels
A quasi-experimental study was designed to investigate the recall effect of Short Message Service (SMS) as a complementary marketing communications instrument.
Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument
Joost WoutersMartin WetzelsMaastricht UniversityINTRODUCTION
In the last decade several new communication channels have emerged for marketers to choose from,...