Antecedents of Attitude of Mobile Phone Users towards Short Messaging Service (SMS) Advertising in Eswatini
Alex Sipho Lushaba – MTN, EswatiniJulius Warren Kule – University of EswatiniEmail: alexlushaba@mtn.com/kulewarren@gmail.com Abstract: This study determined the effect of antecedents of attitudes of mobile phone uses towards short messaging service advertising in Eswatini. Two hypotheses: the informativeness of SMS significantly influence attitudes towards SMS advertising, and the entertainment nature of SMS’ significantly influences attitudes…