Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers

摘要

Short Message Service (SMS) is used worldwide by many corporations in order to communicate with consumers. The objective of this study is to investigate the use of SMS in young consumers and their responses to SMS as a potential communication vehicle by the companies. The research was qualitative in nature. Data was collected through open and semi-structured interviews of 40 university students. The results reveal that SMS, in general, has a positive acceptance by young consumers as a communication tool since it is an integral part of their life and seems to be an effective tool by enterprises in reaching consumers.