Khalil, Md. Ibrahim; Rasel, Md. Khairul Alam; Kobra, Mst. Khadijatul; Noor, Farhana; Zayed, Nurul Mohammad
(Academy of Strategic Management Journal, Scopus, 2020-01-01)
The aim of the study is to bring out how customers react to the SMSs sent by the mobile phone operators and which factors influence their attitude toward SMS advertising activities by those operators to assist them formulate ...