Antecedents to SMS advertising acceptance : a grounded theory approach
Year of publication: |
2016
|
---|---|
Authors: | Bakr, Yousra ; Tolba, Ahmed |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Olney, Bucks. : Inderscience Enterprises, ISSN 1477-5212, ZDB-ID 2151676-5. - Vol. 10.2016, 1/2, p. 28-53
|
Subject: | SMS advertising | short message service | mobile advertising | text-based advertising | computer-mediated communication | mobile consumer acceptance | advertising acceptance | SMS advertising acceptance | grounded theory | qualitative research | Nvivo | Egypt | Werbung | Advertising | Mobiltelefon | Mobile phone | Innovationsakzeptanz | Innovation adoption | Mobile Marketing | Mobile marketing | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Mobilkommunikation | Mobile communications | Werbewirkung | Advertising effects | Mobile Business | Mobile business | Grounded Theory | Grounded theory |
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