Mobile Marketing Channel (Online Consumer Behavior) A Book Review
The objective of this work is the book “Mobile Marketing Channel (Online Consumer Behavior)”, 978-3- 319-31285-9 (Print) 978-3-319-31287-3 (Online), from Springer Series “SpringerBriefs in Business”, review. Shareef, Mahmud Akhter, Dwivedi, Yogesh K., Kumar, Vinod authors of this book, assume in the presentation three main achievements: 1. Explores the SMS-based mobile channel as a radical tool of interactive marketing, 2. Promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)- related behavioral theory, 3. Examines consumer behavior for mobile phone SMS perception, exposure and attention in addition to consumer attitudes towards SMS-based channels.