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Consumer responsiveness to mobile marketing
2007
International Journal of Mobile Communications
From a marketing communication point of view, new digital marketing channels, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalisation of the content and context of the message. The increased number of media has, however, led to a harder competition for consumers' attention. Given the potential of digital media it is interesting to understand how consumers are going to relate to mobile marketing efforts. The
doi:10.1504/ijmc.2007.014177
fatcat:3prbnudacjdxfjamaldl4mflsm