Design of the Mobile Channel Structure

Mahmud Akhter Shareef, Yogesh K. Dwivedi and Vinod Kumar
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Mahmud Akhter Shareef: North South University
Yogesh K. Dwivedi: Swansea University
Vinod Kumar: Carleton University

Chapter Chapter 5 in Mobile Marketing Channel, 2016, pp 89-101 from Springer

Abstract: Abstract Structure of mobile phone SMS as a communication channel depends on both the content and context of SMS. Fundamentally, differential features of SMS can make this communication effective in attracting consumers. In this regard, consumer behavioral urges, adoption criteria, and consumer segmentation are important issues to be discussed and analyzed.

Keywords: Communication Channel; Social Presence; Adoption Behavior; Online Channel; Consumer Segment (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-31287-3_5

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