Can we compare SMS marketing to traditional marketing communications?
Roozen, Irene; Genin, Emile;
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