Abstract:This study aims to investigate the drivers that foster the acceptance of SMS-Based Mobile Advertising among the consumers of Pakistan. The mobile industry in Pakistan is expanding quickly; mobile cellular density increased from 60.4% in 2009-10 to 82.08% in May 2023. Given the quick expansion of the mobile phone industry, advertisers worldwide have poured billions of dollars into SMS-based mobile advertising to draw in mobile consumers. On the other hand, these commercials are poorly received and elicit advers… Show more
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