14-A: an Official Apology Would End the Matter: Investigation on the Fit Between Message Content and Communication Method of Mobile Marketing (Text Message Vs. Instant Message)

These days, most companies are engaging in direct communication with their customers via instant messengers. However, little research investigates the differences between instant messages and text messages and how marketers use them effectively. Our objective is to explore varying perceptions toward instant messages and text messages and suggest optimal strategies.



Citation:

Sunghee Jun and Kiwan Park (2017) ,"14-A: an Official Apology Would End the Matter: Investigation on the Fit Between Message Content and Communication Method of Mobile Marketing (Text Message Vs. Instant Message)", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1037-1037.

Authors

Sunghee Jun, Seoul National University, South Korea
Kiwan Park, Seoul National University, South Korea



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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