Title :
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.
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;
Conference_Titel :
System Sciences, 2007. HICSS 2007. 40th Annual Hawaii International Conference on
Conference_Location :
Waikoloa, HI
Electronic_ISBN :
1530-1605
DOI :
10.1109/HICSS.2007.62
