haku: @indexterm ADVERTISING MEDIA / yhteensä: 223
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Tekijä:Muk, A.
Otsikko:ConsumersÂ’ intentions to opt in to SMS advertising: a cross-national study of young Americans and Koreans
Lehti:International Journal of Advertising
2007 : VOL. 26:2, p. 177-198
Asiasana:advertising media
America
Korea
mobile phones
young people
Vapaa asiasana:sms advertising
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 263968
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