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The ubiquity of text messaging (SMS) based mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept mobile devices as an advertising medium are not yet fully understood. This paper examines the drivers of consumer acceptance of SMS-based mobile advertising. A conceptual model and hypotheses are(More)
Personalization is suggested to offer an avenue to improve marketing performance. There are, however, several organizational and technical hurdles that hinder marketers’ efforts in capitalizing it. In this paper we show how seeing personalization as a process helps marketers manage and execute it more effectively. A process view shows how the different(More)
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