The mobile phone industry has experienced an explosive growth in recent years. Mobile phone subscriber numbers have passed the 1.6 billion mark at the end of 2004. The emerging markets such as China, India, and Brazil contribute this growth. In China, the number of mobile subscribers has already surpassed the number of fixed landline phone subscribers. In Korea, the number of mobile phone Inter...

information and communication technologies (ict) have offered innovative and cost effective advertising tools for managers. one of such technologies is mobile phone which has enabled a novel marketing channel for companies to directly reach their customers. yet, mobile marketing is still in its infancy and needs deeper investigations. this paper has studied 588 customers’ perception for receivi...