An Investigation into the Effect of Frequency, Irritability and Credibility of Short Messaging Services (SMS) Advertising towards Mobile Phone Users’ Attitude in Eswatini
Alex Sipho Lushaba – Digital and Value-Added Services, MTN Eswatini/ MBA Student, University of EswatiniJulius Warren Kule – Department of Business Administration, University of EswatiniEmail: alexlushaba@gmail.com /kulewarren@gmail.com Abstract: This study investigated the effect of three constructs of SMS advertising on mobile phone users’ attitudes toward Short Messaging Service (SMS) advertising. In general, the study tested…