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2016 | OriginalPaper | Chapter

5. Design of the Mobile Channel Structure

Authors : Mahmud Akhter Shareef, Yogesh K. Dwivedi, Vinod Kumar

Published in: Mobile Marketing Channel

Publisher: Springer International Publishing

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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.
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Metadata
Title
Design of the Mobile Channel Structure
Authors
Mahmud Akhter Shareef
Yogesh K. Dwivedi
Vinod Kumar
Copyright Year
2016
DOI
https://doi.org/10.1007/978-3-319-31287-3_5

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