Consumer Acceptance of Mobile Marketing
“The attributes inherent to mobile marketing – i.e., personalization, ubiquity [i.e. anytime anywhere access], interactivity, and localization – generate the significant potential for this innovative form of commercial communication.” (Bauer et al. 2005) In 1997 there were 297 million mobile subscribers worldwide and in just 10 years the subscriber rate has ballooned to an incredible […]