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HICSS
2007
IEEE

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

13 years 10 months ago
An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising
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.
Dimitris Drossos, George M. Giaglis, George Lekako
Added 02 Jun 2010
Updated 02 Jun 2010
Type Conference
Year 2007
Where HICSS
Authors Dimitris Drossos, George M. Giaglis, George Lekakos
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