An investigation and conceptual model of SMS marketing

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

doi:10.1109/hicss.2004.1265096

Cited by 139 publications

(120 citation statements)

References 21 publications

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“…SMS is considered to be a popular source of data service which is the most valuable and unique attribute of it (Dickinger, Haghirian, Murphy, & Scharl, 2004). Numerous studies in the past, done virtually and through telecommunication, have empirically verified high effectiveness of spatial advertising.…”

Section: Literature Review Uniqueness Of Sms Advertisingmentioning

confidence: 99%

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

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Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizing this medium of advertisement quite frequently. Rapid increase of the usage of mobile phones has developed an innovative way of utilizing this marketing tool. Due to the exponential growth in telecommunication industry after introduction of SMS and MMS, this study has been conducted to investigate the consumer attitude towards SMS advertisement and its relationship with behavior. Entertainment, irritation, product involvement and appeal were used in order to investigate the attitude of the consumer. A questionnaire was used to examine the relationships among variables of the study. Overall 350 usable responses were gathered. SEM was used to obtain the results of the overall model. Results of the study indicate that (1) product involvement, appeal and entertainment have a positive impact on attitude towards advertisement. Only irritation was found to be negatively insignificant. (2) Relationship between consumer attitude towards SMS advertising and attitude was positively significant. (3) Positive and direct relationship between attitude and consumer behavior was also found. (4) Permission appeared to be significant on consumer attitude towards mobile advertisement, which confirmed that prior permission is required to gain the positive response of the consumer. (5) Consumers are attracted by rewards therefore monetary benefits was also found to be a significant factor.

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Section: Literature Review Uniqueness Of Sms Advertisingmentioning

confidence: 99%

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

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“…14 explore consumer attitude towards SMS-based mobile advertising and fi nally Dickinger et al . 2 and Scharl et al . 15 explore the potential of SMS-based marketing where both studies provide pointers as to what the success factors of implementing SMS marketing campaigns are.…”

Section: Mobile Marketingmentioning

confidence: 99%

“…10 In this paper, we adopt the following conceptualisation where mobile marketing is defi ned as ' using interactive media wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders ' . 2 Research within mobile marketing has been dominated by studies on push-based SMS marketing. 9 In push-based mobile marketing, advertisements get pushed to the mobile device of the consumer.…”

Section: Mobile Marketingmentioning

confidence: 99%

“…Location-based marketing can be highly relevant for local advertising; for example receiving information on train departures or arrivals at a train station. 2 When attempting to provide location-based services, physical context becomes vital. Marketing producers need to understand the physical context in which the consumer is located in order to provide relevant and timely promotion.…”

Section: Introductionmentioning

confidence: 99%

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Micro mobility marketing: Two cases on location-based supermarket shopping trolleys

Hosbond¹,

Skov

2007

J Target Meas Anal Mark

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is an associate professor in the Human -Computer Interaction Lab at Aalborg University and holds a PhD in Human -Computer Interaction from 2002. His research interest is centred around mobile and pervasive computing, with a particular focus on understanding and extending existing approaches to evaluating mobile systems and how to utilise location-based services. Keywords mobile marketing , location-based services , micro mobility , supermarkets , shopping trolleys , mobile consumersAbstract Mobile marketing refers to marketing of services or goods using mobile technology and mobile marketing holds potentially great economical opportunities. Traditionally, mobile marketing has been viewed as mobility in the large taking place virtually anywhere, anytime. Further, research shows considerable number of studies on push-based SMS mobile marketing campaigns. This paper explores a related yet different form of mobile marketing namely micro mobility marketing . Micro mobility marketing denotes mobility in the small, meaning that promotion of goods takes place within a circumscribed location, in our case a medium-sized retail supermarket. Two prototypes based on push and pull marketing strategies are implemented and evaluated. Taking outset in a synthesis of central issues in contemporary research on mobile marketing, we discuss their role in micro mobility marketing to point to similarities and differences between micro mobility marketing and the traditional mobile marketing in the large. Finally, we suggest areas for further study.

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“…This has resulted in a paucity of studies that afford empirical evidence about the use of coupons (Dickinger et al 2004;Bawa et al 1997). Even in the case of studies that did collect empirical data on the discount coupon, a significant number of these studies employed the survey method to collect perceptual data and focused on the individual's intention to use a coupon as the dependent measure (e.g., Dickinger and Kleijnen 2008;Suri et al 2004;Hung et al 2003;Chiang 1995).…”

Section: Introductionmentioning

confidence: 99%

Do the Means and the Source Matter? A Study on the Actual Usage of Digitally Disseminated Coupons

Gasimov¹,

Sutanto²,

Tan³

et al. 2010

THCI

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How to effectively distribute coupons digitally to consumers who may exercise them remains an enduring, yet important, issue to address. In this study, we seek to answer two questions. First, would the dissemination of product discount coupons through mobile technology, such as the mobile phone network via the short-message-service (SMS), yield different effects on consumers, compared to a more traditional communication technology such as e-mail? Second, does the source, that is, the merchant or referral from peers, matter to a consumer? We build on the theoretical lens of cognitive effort (technology) and social capital (source) to theorize and empirically validate the conjectures through a real-world field experiment spanning four weeks. In terms of technology, the results indicate no significant difference in terms of the usage rate of coupons between the two technological means through which the coupons were disseminated. However, in terms of the source, we observed a higher propensity of using coupons received from a peer as compared to coupons received from a merchant. Furthermore, the forwarding rate of the discount coupons was significantly higher via e-mail as compared to SMS. Implications for research and practice are discussed.

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An investigation and conceptual model of SMS marketing

Cited by 139 publications

References 21 publications

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Micro mobility marketing: Two cases on location-based supermarket shopping trolleys

Do the Means and the Source Matter? A Study on the Actual Usage of Digitally Disseminated Coupons

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