Utilitarian and hedonic perceptions of short message service mobile marketing

Lee, Hyun-Hwa; Hill, Jessica T.

doi:10.1504/ijmc.2013.057817

Cited by 8 publications

(10 citation statements)

References 48 publications

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“…Okazaki and Taylor (2008) highlight that the managerial intention of companies to use the mobile canal as means of communication is related to the way advertisement SMS is perceived and accepted by the consumers. We also have noted with Lee and Hill (2013) that the type of message have a significant influence on utilitarian perceptions of the receiver. Environmental factors relate to the influence of partners and perceived responsiveness of the target population.…”

Section: Discussionmentioning

confidence: 74%

Factors explaining the adoption of mobile marketing in Cameroon: Exploratory study on the use of SMS as method of transmission of social information

Mimosette¹,

Paul²

2015

Afr. J. Mark. Manage.

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Mobile marketing is getting an increasingly powerful presence in the communication channel of tomorrow, given its increasing use worldwide. In the Cameroonian context, this method is therefore increasingly used for the transmission of social information. The goal of this exploratory research is to identify and describe the factors that would likely affect the adoption of mobile marketing by advocates of social issues in Cameroon. A Technology-Organisation-Environment framework of the contextual influences on the adoption of technological innovation is used to interpret an analysis of four advocates of social issues and the use of mobile data. The results show that the importance of the objectives sought, the benefits foreseen, were the most important factors influencing adoption of mobile marketing. Other factors that appeared to influence the adoption of mobile marketing included the influence of partners, the perception of receptiveness from the target population and the compatibility with the traditional means of communication. The complexity seemed less important for these adopters; it was not mentioned by the majority.

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Section: Discussionmentioning

confidence: 74%

Factors explaining the adoption of mobile marketing in Cameroon: Exploratory study on the use of SMS as method of transmission of social information

Mimosette¹,

Paul²

2015

Afr. J. Mark. Manage.

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“…It is also believed that most of the messages from a company sender are sent in groups. In contrast, the messages from a personal sender imply more personalization and can receive more attention and promote the decision to view the mobile ad [40,44,45]. Hence, the mobile ads of personal senders are more likely to get exposure.…”

Section: Hypothesesmentioning

confidence: 99%

Marketing Automation: How to Effectively Lead the Advertising Promotion for Social Reconstruction in Hotels

Sun

Guo

et al. 2023

Sustainability

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With many outdated hotels in urgent need of refurbishment in China, chain hotel groups are under mounting pressure to expand their market share by strengthening advertising performance. This study aims to explore the effects of sender types and anonymous clues on advertising exposure as well as the impacts of the above factors and content narratives on service conversion (e.g., link clicks) for hotel franchise promotion. In addition to increasing exposure action, use of the AA-IDA model can effectively increase the possibility of hotel advertising conversion. Two experiments were employed to examine the impacts of advertising design factors on exposure and conversion rates of hotel franchise promotion. A behavioral experiment and a field experiment were carried out to examine the critical effect of advertising design factors on advertising exposure and conversion. The Wald tests for parameters show that the effect of anonymity on advertising conversion was significant (β = 0.479, p < 0.01). Objective content narratives had a significant positive impact on advertising conversion (β = 0.594, p < 0.01). Furthermore, The ANOVA results show that hoteliers in groups with different design elements applied had significant differences in post-conversion service usage (F = 33.809, p < 0.001). The AA-IDA model provides a new framework for future hotel franchise promotion research. Additionally, the important design factors of promotional ads and their reorganization (e.g., sender types, anonymous clues, and content narratives) had a significant impact on the view action and conversion action.

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“…This confusing state of affairs requires the engineer to be careful to identify what precisely is meant by "gain" whenever the term is employed: It might be directivity, it might be gain as defined in Equation 2. 43, or it could be gain with some other combination of losses taken into account.…”

Section: Transmit Casementioning

confidence: 99%

Radio Systems Engineering, Revised First Edition

Ellingson

2023

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Using a systems framework, this textbook provides a clear and comprehensive introduction to the performance, analysis, and design of radio systems for students and practicing engineers. Presented within a consistent framework, the first part of the book describes the fundamentals of the subject: propagation, noise, antennas, and modulation. The analysis and design of radios including RF circuit design and signal processing is covered in the second half of the book. Key features• Numerous examples within the text involve realistic analysis and design activities, and emphasize how practical experiences may differ from theory or taught procedures.

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Utilitarian and hedonic perceptions of short message service mobile marketing

Cited by 8 publications

References 48 publications

Factors explaining the adoption of mobile marketing in Cameroon: Exploratory study on the use of SMS as method of transmission of social information

Factors explaining the adoption of mobile marketing in Cameroon: Exploratory study on the use of SMS as method of transmission of social information

Marketing Automation: How to Effectively Lead the Advertising Promotion for Social Reconstruction in Hotels

Radio Systems Engineering, Revised First Edition

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