An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising

Author

Drossos, Dimitris ; Giaglis, George M. ; Lekakos, George

Author_Institution

Dept. of Manage. Sci. & Technol., Athens Univ. of Econ. & Bus.

fYear

2007

fDate

Jan. 2007

Firstpage

58

Lastpage

58

Abstract

Mobile advertising has emerged as one of the most popular applications in mobile commerce, particularly in the form of SMS advertising campaigns. However, looking at the process of mobile advertising scientific inquiry, one observes that little is known regarding the effectiveness of an SMS advertisement and the factors contributing to its success. This research investigates the significance of such factors via an experimental method based on a student sample. Several content and medium factors were manipulated and the key finding is that (1) incentive, (2) interactivity, (3) appeal, (4) product involvement, (5) acronyms usage and (6) attitude towards SMS advertising in general, exhibit main effects on attitudinal variables and purchase intentions

Keywords

advertising; electronic commerce; electronic messaging; mobile computing; SMS advertising; acronyms usage; attitudinal variables; incentive; interactivity; message appeal; mobile advertising; mobile commerce; product involvement; purchase intentions; short messaging service; Advertising; Business; Conference management; Consumer electronics; Databases; Frequency; Information retrieval; Message service; Technology management; Testing;

fLanguage

English

Publisher

ieee

Conference_Titel

System Sciences, 2007. HICSS 2007. 40th Annual Hawaii International Conference on

Conference_Location

Waikoloa, HI

ISSN

1530-1605

Electronic_ISBN

1530-1605

Type

conf

DOI

10.1109/HICSS.2007.62

Filename

4076491