Abstract
According to current trends, American companies will be investing more than a billion dollars in mobile phone advertisement in 2012 (Gauntt, 2009). This new sales promotional channel enables companies to build relationships across time with consumers by regularly supplying them with information and interacting with them (Benou et Bitos, 2008; Ferris, 2007). The mobile phone allows for quick and efficient communication between persons and companies (Hongcharu et Eiamkanchanalai, 2009; Benou et Bitos, 2008 ; McCasland, 2005 ; Spurgeon, 2005 ; Bauer et al., 2005). With those characteristics, the mobile phone could be the ideal medium for a direct and personalized communication with consumers Bauer et al., 2005).
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St-Onge, A., Mignot, é.A., Toffoli, R. (2017). Promotion Via Sms, Effective or Not? A Study of Consumers’ Attitude Toward Reception of Promotional ADS by Sms on Mobile Phone. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_188
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DOI: https://doi.org/10.1007/978-3-319-50008-9_188
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