search query: @indexterm Mobile phones / total: 48
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| Author: | Muk, A. |
| Title: | ConsumersÂ’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans |
| Journal: | International Journal of Advertising
2007 : VOL. 26:2, p. 177-198 |
| Index terms: | advertising media America Korea mobile phones young people |
| Freeterms: | sms advertising |
| Language: | eng |
| Abstract: | The paper studies the differences between American and Korean young consumers regarding to their interests in accepting SMS advertising via their mobile phones. The appeal of using mobile phones as an advertising medium is its accessibility. The findings of the study show preliminary evidence that consumersÂ’ attitudes and beliefs do have significant positive relationships with intentions to opt in to the new medium. |
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