Year: 2015
Type: article
Abstract: Advertisement through short messaging service SMS is a recent trend in this new era. Pakistan is among those countries where people use mobile phones excessively. Promotional messages which are entertaining, informative, without any irritation and sent by a credible source succeed in getting attention of consumers and help in the formation of favorable attitude. Demographic variables like age, education and gender also effect on the attitude formation of consumers who are exposed to advertisements via SMS
Author: Anam Javeed
Institution: Federal Urdu University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1603748219