Ville Virtanen

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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)
The unique and little practiced characteristics of mobile as a marketing medium create a need to set up an action and research agenda regularly to foster the development of the mobile marketing value system. Numerous stakeholders take part in the network to deliver the mobile services. Strengthening their inter-organizational relationships is critical for(More)
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