Publication: Use of SMS/MMS for advertising-a consumer curse or blessing?.
6
Issued Date
2008
Resource Type
Language
eng
Rights
Mahidol University
Rights Holder(s)
King Mongkut’s University of Technology Thonburi (KMUTT)
Bibliographic Citation
Executive Journal. Vol.28, No. 4 (2008), 113-123
Suggested Citation
Yeou, Ignatius Tan Yih Use of SMS/MMS for advertising-a consumer curse or blessing?.. Executive Journal. Vol.28, No. 4 (2008), 113-123. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/10512
Research Projects
Organizational Units
Authors
Journal Issue
Thesis
Title
Use of SMS/MMS for advertising-a consumer curse or blessing?.
Author(s)
Other Contributor(s)
Abstract
To date, the cellular or mobile phones had dramatically impacted on our daily lives. The mobile phone had not only changed the way of communications but also the manner of which to communicate. Youths, especially teenagers, who had being exposed to the mobile phone services, are using more and more text and multimedia messaging services than compared to a decade ago. Even young adults are getting into the game. Nevertheless, such activities had not escaped the notice of
marketers and advertisers alike. Thus, this research set out to explore the
preferred exposure rate and acceptance level of mobile advertising together with the opinions of consumers toward such advertising efforts. On the onset, this qualitative investigation had been geared towards a more quantitative study in an attempt to discover if mobile advertising
would be a curse or blessing for such consumers. As such, from the findings it was shown that though consumers welcomed such forms of advertising, they were apprehensive about being overly overwhelmed by the advertisements. In that respect, the research concluded that consumers neither viewed mobile advertising as a curse or blessing but rather that moderation would be much favored. Afterall, as the saying goes “too
much of a good thing is not always good for you”.