Drivers of SMS advertising acceptance: a mixed-methods approach

Authors

Yousra Bakr, American University in Cairo
Ahmed Tolba, American University in CairoFollow
Hakim Meshreki, American University in CairoFollow

Author's Department

Management Department

Find in your Library

https://doi.org/10.1108/JRIM-02-2018-0033

Document Type

Research Article

Publication Title

Journal of Research in Interactive Marketing

Publication Date

3-11-2019

doi

10.1108/JRIM-02-2018-0033

First Page

96

Last Page

118

Recommended Citation

APA Citation

Bakr, Y. Tolba, A. & Meshreki, H. (2019). Drivers of SMS advertising acceptance: a mixed-methods approach. Journal of Research in Interactive Marketing, 13(1), 96–118. https://doi.org/10.1108/JRIM-02-2018-0033

MLA Citation

Bakr, Yousra, et al. "Drivers of SMS advertising acceptance: a mixed-methods approach." Journal of Research in Interactive Marketing, vol. 13, no. 1, 2019, pp. 96–118.
https://doi.org/10.1108/JRIM-02-2018-0033