{"product_id":"acceptance-of-sms-advertising-alexander-muk-9783639090253","title":"Acceptance of SMS Advertising","description":"As consumers adopt new communication technologies, advertisers rely less on using traditional media as advertising channels. In recent years, the fast adoption of Short Message Service (SMS) by mobile phone users presents a new interactive medium for advertising. SMS allows ad-vertisers to send text ads directly to consumers via their mobile phones. The ubiquity of the mobile phone extends the traditional media model of time-space. However, little advertising research has been conducted to examine consumers' attitudes toward SMS advertising. This book provides insights into factors thay may influence consumers' acceptance of SMS advertising in different cultures. The theoretical model, formulated based on a combination of aspects of Ajzen and Fishbein's theory of reasoned action with Rogers' diffusion theory, provides a useful basis for explaining consumer innovation decisions on accepting SMS ads. The analysis helps advertisers understand the usefulness and viability of SMS as an advertising vehicle and how SMS can be included in the promotional mix to achieve more optimal results.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Alexander Muk\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 363909025X\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783639090253\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e VDM Verlag Dr. Mueller E.K.\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 11\/05\/2008\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 60\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.21lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.12d","brand":"Alexander Muk","offers":[{"title":"Paperback","offer_id":48442811777279,"sku":"9783639090253","price":52.92,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_357b1068-0801-4e96-a61a-4b83c1a83f54.jpg?v=1777199932","url":"https:\/\/www.whiterainbookhouse.com\/products\/acceptance-of-sms-advertising-alexander-muk-9783639090253","provider":"WR Book House","version":"1.0","type":"link"}