Impact of social status on choice of communication mode between short-message-service (SMS) and mobile calls

• Main Authors: Gan, Chia Huey, Ng, Hui Chee, Tan, Kenny Meng Hwee
• Other Authors: Rieck, Olaf
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10418
• Institution: Nanyang Technological University

This study build on the knowledge explored in past research, three theories developed in past research were used to explain the communication behavior of people. The three theories used are (1) Media Richness Theory (MRT), (2) Social Influence Theory (SIT) and (3) Use and Gratification Theory (UGT)....