Factors Influencing Customers’ Attitude Towards SMS Advertisement: Evidence from Mauritius

Studies in Business and Economics

Volume 14 (2019): Issue 2 (August 2019)

By:

Sannegadu Rajesh, Gunesh Raj, Seethiah Dhuvandranand and Dookhony-Ramphul Kiran

Open Access

|Sep 2019

Authors

Sannegadu Rajesh

International Business, University of Mauritius

Gunesh Raj

Open University of Mauritius

Seethiah Dhuvandranand

Strategic Management and Entrepreneurship, University of Mauritius

Dookhony-Ramphul Kiran

Tourism and Hospitality, University of Mauritius

DOI: https://doi.org/10.2478/sbe-2019-0031 | Journal eISSN: 2344-5416 | Journal ISSN: 1842-4120

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Language: English

Page range: 141 - 159

Published on: Sep 16, 2019

Published by: Lucian Blaga University of Sibiu

In partnership with: Paradigm Publishing Services

Publication frequency: 3 issues per year

Keywords:

Uses and Gratifications (U&G) theory,

SMS advertising,

advertising value,

credibility of advert

Related subjects:

Business and economics,

Business management,

Management accounting, financial controlling, cost calculation, investment,

Management, organization, corporate governance,

Business development, change management, cooperation,

Entrepreneurship

© 2019 Sannegadu Rajesh, Gunesh Raj, Seethiah Dhuvandranand, Dookhony-Ramphul Kiran, published by Lucian Blaga University of Sibiu
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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