Can we compare SMS marketing to traditional marketing communications?

Preprint OPEN
Roozen, Irene; Genin, Emile;
(2008)
  • Subject: SMS marketing; mobile phone; SMS advertising effectiveness

Nowadays most companies acknowledge the importance of SMS marketing in reaching and interacting with their customers (Kavassalis et al. 2003; Dickinger et al. 2004; Tsang, Ho & Liang 2004; Sharl, Dickinger & Murphy 2005; Muk 2007). However, there is much discussion in t... View more
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