Can ‘Mobile Platform’ and ‘Permission Marketing’ dance a tango to the consumers' tune? Modeling adoption of ‘SMS based Permission Advertising’

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Prerna Bamoriya;
  • Publisher: Danubius University
  • Journal: Acta Universitatis Danubius: Communicatio (issn: 1844-7562, eissn: 2069-0398)
  • Publisher copyright policies & self-archiving
  • Subject: SMS advertising; permission marketing; model replication | Communication. Mass media | P87-96

Many a times situation of advertising clutter is further aggrieved by the markers’ intrusive practices i.e. not asking for consumer’s explicit permission. It results in consumers’ alienation and reduced advertising effectiveness. Solution could be integration of Permiss... View more
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