Deploying personalized mobile services in an agent-based environment
Expert Systems with Applications: An International Journal
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Exploring perceptions and use of mobile services: user differences in an advancing market
International Journal of Mobile Communications
International Journal of Electronic Commerce
Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping
Computers in Human Behavior
Content relevance and delivery time of SMS advertising
International Journal of Mobile Communications
Self as an antecedent of mobile phone addiction
International Journal of Mobile Communications
Review: Mobile marketing research: The-state-of-the-art
International Journal of Information Management: The Journal for Information Professionals
Age matters: Short Message Service advertising reading behaviours
International Journal of Mobile Communications
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This study investigates the utilitarian and hedonic consumer value perceptions of mobile marketing based on the short message service SMS and examines the moderating effect of situational involvement. The study uses service-dominant logic as the conceptual framework and employs a 2 controllability × 2 message type × 2 situational involvement between-subjects factorial design. The findings indicate significant main effects of controllability on both utilitarian and hedonic perceptions and the type of message only on utilitarian perceptions. Situational involvement had a significant. Moreover, the results show significant moderating role of situational involvement with controllability and a three-way effect of factors on both perceived utilitarian and hedonic perceptions.