An investigation and conceptual model of SMS marketing

Author

Dickinger, Astrid ; Haghirian, Parissa ; Murphy, Jamie ; Scharl, Arno

Author_Institution

Dept. of Int. Marketing & Manage., Vienna Univ. of Econ. & Bus. Adm., VI, USA

fYear

2004

fDate

5-8 Jan. 2004

Abstract

Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.

Keywords

electronic messaging; marketing; mobile computing; SMS marketing; mobile data transmission; mobile marketing; mobile services; short message services; Cellular phones; Companies; Displays; Europe; Internet; Marketing management; Message service; Mobile communication; Power generation economics; Pricing;

fLanguage

English

Publisher

ieee

Conference_Titel

System Sciences, 2004. Proceedings of the 37th Annual Hawaii International Conference on

Print_ISBN

0-7695-2056-1

Type

conf

DOI

10.1109/HICSS.2004.1265096

Filename

1265096