This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as research framework. 242 respondents completed a structured questionnaire; measuring their responses for the TAM’s five constructs viz. perceived utility, perceived ease...

Last couple of years observed tremendous growth in QR Code usages in advertising worldwide. But, there is lack of knowledge on orientation of QR Code usage and various trends related to it like linkage with incentives, e-content encoding etc. Further, many expert opine that current application...

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling...

Today marketers are much interested in finding factors influencing attitude towards advertising. Past researches suggest that individuals use advertisement for three basis purposes viz. information seeking, entertainment, social expression and may influence attitude towards advertising. This...