| 000 | 01522nam a22002537a 4500 | ||
|---|---|---|---|
| 003 | ZW-GwMSU | ||
| 005 | 20241002094523.0 | ||
| 008 | 241002b |||||||| |||| 00| 0 eng d | ||
| 022 | _a14775212 | ||
| 040 |
_aMSU _bEnglish _cMSU _erda |
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| 050 | 0 | 0 | _aHF5415.1265 INT |
| 100 | 1 |
_aBakr, Yousra _eauthor |
|
| 245 | 1 | 0 |
_aAntecedents to SMS advertising acceptance : _ba grounded theory approach/ |
| 264 | 1 |
_aGeneva : _bInderscience, _c2016. |
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| 336 |
_2rdacontent _atext _btxt |
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| 337 |
_2rdamedia _aunmediated _bn |
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| 338 |
_2rdacarrier _avolume _bnc |
||
| 440 |
_aInternational journal of internet marketing and advertising _vVolume 10, number 1/2 |
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| 520 | 3 | _aThis 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. | |
| 650 |
_aSMS advertising _vMobile advertising _xConsumer acceptance _zEgypt |
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| 700 | 1 |
_aTolba, Ahmed _eco author |
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| 856 | _uhttps://doi.org/10.1504/IJIMA.2016.076979 | ||
| 942 |
_2lcc _cJA |
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| 999 |
_c167491 _d167491 |
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