Please use this identifier to cite or link to this item:
Title: Impact of social status on choice of communication mode between short-message-service (SMS) and mobile calls
Authors: Gan, Chia Huey
Ng, Hui Chee
Tan, Kenny Meng Hwee
Keywords: DRNTU::Business::Marketing::Consumer behavior
Issue Date: 2007
Abstract: 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). MRT explains that the higher the need for a richer medium, the higher the possibility of using mobile calls. SIT is used because it explains that a person choice of communication is significantly affected by the norm in his/her social group. Finally, UGT reasoned that the possibility of using a certain mode of communication is dependent on the objectives of the task.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

Files in This Item:
File Description SizeFormat 
  Restricted Access
351.94 kBAdobe PDFView/Open

Page view(s) 10

checked on Sep 30, 2020

Download(s) 10

checked on Sep 30, 2020

Google ScholarTM


Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.