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Studies in Business and Economics
Volume 14 (2019): Issue 2 (August 2019)
Open Access
Factors Influencing Customers’ Attitude Towards SMS Advertisement: Evidence from Mauritius
Sannegadu Rajesh
Sannegadu Rajesh
,
Gunesh Raj
Gunesh Raj
,
Seethiah Dhuvandranand
Seethiah Dhuvandranand
and
Dookhony-Ramphul Kiran
Dookhony-Ramphul Kiran
| Sep 16, 2019
Studies in Business and Economics
Volume 14 (2019): Issue 2 (August 2019)
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Published Online:
Sep 16, 2019
Page range:
141 - 159
DOI:
https://doi.org/10.2478/sbe-2019-0031
Keywords
Uses and Gratifications (U&G) theory
,
SMS advertising
,
advertising value
,
infotainment
,
credibility of advert
© 2019 Sannegadu Rajesh et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.
Sannegadu Rajesh
International Business, University of Mauritius
Gunesh Raj
Open University of Mauritius,
Seethiah Dhuvandranand
Strategic Management and Entrepreneurship, University of Mauritius
Dookhony-Ramphul Kiran
Tourism and Hospitality, University of Mauritius