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

International Journal of Mobile Communications

Volumn 12, Issue 6, 2014, Pages 578-602

  Chutijirawong, Narain ^a   Kanawattanachai, Prasert ^a  

^a CHULALONGKORN UNIVERSITY   (Thailand)

Author keywords

CRM; Customer relationship management; Mobile marketing; Personalisation technology

Indexed keywords

CRM; CUSTOMER ACCEPTANCE; CUSTOMER RELATIONSHIP MANAGEMENT; MOBILE MARKETING; PERSONALISATION; SHORT MESSAGE SERVICES;

EID: 84907272795     PISSN: 1470949X     EISSN: 17415217     Source Type: Journal    
DOI: 10.1504/IJMC.2014.064914     Document Type: Article

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