November, 2006

Mediating effects of Privacy & Preferences Management on Trust and Consumer Participation in SMS Based Mobile Marketing Initiatives: Part One of Two

Mediating effects of Privacy & Preferences Management on Trust and Consumer Participation in SMS Based Mobile Marketing Initiatives: Part One of Two

Over the past few years, consumer adoption of mobile phones has swelled and along with it a new channel of marketing has emerged.  Marketers have shown increasing interest in communicating with customers and prospects via the mobile channel, i.e. employing mobile marketing within the marketing mix and engaging consumers over their mobile phones.  Mobile marketing […]

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