Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument

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 University

INTRODUCTION

In the last decade several new communication channels have emerged for marketers to choose from,...