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Given the relative paucity of mobile marketing literature, we
follow a discovery-oriented approach, as suggested by Deshpandé
(1983), combining insights from in-depth interviews with a
comprehensive review of the literature on e-commerce, new
technology adoption, and information management,

Abstract
This study examines the factors associated with the intention of multinational corporations operating in Europe to implement SMS advertising. It
hypothesizes that managerial intentions to use thismedium are related to the perceptions of four factors: (1) the ability to build brand image; (2) the ability to
use location-based marketing; (3) the perceptions of how well consumers accept SMS advertising; and (4) the perceptions of the technological
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