Antecedents to SMS advertising acceptance: a grounded theory approach
by Yousra Bakr; Ahmed Tolba
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 10, No. 1/2, 2016

Abstract: This 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.

Online publication date: Thu, 16-Jun-2016

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