Document Type
Article - On Campus Only
Publication Date
2006
Abstract
The article discusses the factors involving consumers' intention to engage in mobile communications and marketing and how this elements differ on demographic characteristics. Phones and Personal Digital Assistant (PDA) are viewed as the means of expression and an ideal way for selling communications. Consumers from the teen market are using phone as single-source communication devices which gives them the feeling of authority to have greater access to the social circle and information.
Recommended Citation
Rohm, Andrew J., and Fareena Sultan. “An Exploratory Cross-Market Study of Mobile Marketing Acceptance.” International Journal of Mobile Marketing, vol. 1, no. 1, June 2006, pp. 4–12.
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