User Acceptance of SMS-based Advertising Campaigns
The present study investigates the determinants of acceptance of SMS-based advertising campaigns among members of a DIY retailers loyalty program. Unlike most existing empirical research in the domain of mobile messaging a field experiment is carried out in order to uncover the influencing factors of consumers attitudes and acceptance of a specific SMs advertisement as well as the effects different text layouts exert on the recipients perceptions. Empirical findings suggest that respondents sociodemographic attributes have no significant effect on the attitude towards the promotional SMS. The perceived relevance of the promoted product was identified to be one of the major determinants of advertising value, implying that the quality of target group selection is a key driver of the addressees acceptance of SMS advertising. Finally, the SMS wording turned out to have very little influence on the customers perception.
SMS mobile marketing mobile advertising user acceptance
Philipp Heim Eva Walter Thomas Reutterer
University of Economics and Business, Vienna 1090, Austria
国际会议
The 6th International Conference on Partial Least Squares and Related Methods(第六届偏最小二乘及相关方法国际会议)
北京
英文
394-398
2009-09-04（万方平台首次上网日期，不代表论文的发表时间）