Priporas, C.; Mylona, I.

Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers

Article

Priporas, C. and Mylona, I. 2008. Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers. International Journal of Mobile Communications. 6 (4), pp. 456-466.

Publication dates
Type	Article
Title	Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers
Authors	Priporas, C. and Mylona, I.
Abstract	Short Message Service (SMS) is used worldwide by many corporations in order to communicate with consumers. The objective of this study is to investigate the use of SMS in young consumers and their responses to SMS as a potential communication vehicle by the companies. The research was qualitative in nature. Data was collected through open and semi-structured interviews of 40 university students. The results reveal that SMS, in general, has a positive acceptance by young consumers as a communication tool since it is an integral part of their life and seems to be an effective tool by enterprises in reaching consumers.
Research Group	Strategic Marketing, Consumer Behaviour and Branding/Identity group
Publisher	Inderscience Enterprises Ltd.
Journal	International Journal of Mobile Communications
ISSN	1470-949X
Electronic	1741-5217
Print	Jan 2008
Publication process dates
Deposited	15 Oct 2012
Output status	Published
Web address (URL)	http://ejournals.ebsco.com/direct.asp?ArticleID=49939B9E9C4CE9785540
Language	English

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