What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

Journal of Business Research

Volumn 61, Issue 1, 2008, Pages 4-12

  Okazaki, Shintaro ^a   Taylor, Charles R ^b  

^a UNIVERSIDAD AUTÓNOMA DE MADRID   (Spain)

^b VILLANOVA UNIVERSITY   (United States)

Author keywords

Europe; Internet; Mobile; Multinational corporations; SMS (short message services)

Indexed keywords

EID: 35848938725     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2006.05.003     Document Type: Article

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