Bakr, Yousra; Tolba, Ahmed; Meshreki, Hakim - In: Journal of Research in Interactive Marketing 13 (2019) 1, pp. 96-118
Purpose: The study aims to identify and explore the antecedents to short message service (SMS) advertising acceptance as an effect to the entire process of communicating the SMS ad. Design/methodology/approach: The study follows a sequential mixed-methods approach, starting with qualitative...