Antecedents to SMS advertising acceptance : a grounded theory approach/

By:

Bakr, Yousra [author]

Contributor(s):

Tolba, Ahmed [co author]

Material type: Text

TextSeries: International journal of internet marketing and advertising ; Volume 10, number 1/2Geneva : Inderscience, 2016Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

14775212

Subject(s):

SMS advertising -- Mobile advertising -- Consumer acceptance -- Egypt

LOC classification:

HF5415.1265 INT

Online resources:

Click here to access online

Abstract: This study explores SMS advertising acceptance in Egypt and identifies its antecedents following a Grounded Theory Approach. Data was collected through 15 sequential in-depth interviews selected using theoretical sampling, and each interview was recorded, transcribed, and analysed following constant comparison analysis on the Nvivo software. 'Message Acceptance' was selected as the core category and an integrative model to analyse its antecedents was developed and could be further empirically tested in future studies. The theory also revealed significant strategies, relevant to the Egyptian population, to elevate success of SMS advertising campaigns.

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Holdings
Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	LB1738 JOU (Browse shelf(Opens below))	Vol. 10, no.1/2 (pages 28-53)	Not for loan	For in house use only

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This study explores SMS advertising acceptance in Egypt and identifies its antecedents following a Grounded Theory Approach. Data was collected through 15 sequential in-depth interviews selected using theoretical sampling, and each interview was recorded, transcribed, and analysed following constant comparison analysis on the Nvivo software. 'Message Acceptance' was selected as the core category and an integrative model to analyse its antecedents was developed and could be further empirically tested in future studies. The theory also revealed significant strategies, relevant to the Egyptian population, to elevate success of SMS advertising campaigns.

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