The role and impact of context-driven personalisation technology on customer acceptance of advertising via short message service (SMS)

@article{Chutijirawong2014TheRA,
  title={The role and impact of context-driven personalisation technology on customer acceptance of advertising via short message service (SMS)},
  author={Narain Chutijirawong and Prasert Kanawattanachai},
  journal={IJMC},
  year={2014},
  volume={12},
  pages={578-602}
}
There exists the common belief that the more personalised the message, the greater the relevance to the customer, enhancing the trust between customer and firm and thereby leading to a stronger customer relationship. Yet, little is known about the effectiveness and impact on customer acceptance, specifically in advertising, of short message service (SMS). Combining the elaboration likelihood model (ELM) and information-processing theory, this study investigated how context-driven… CONTINUE READING

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