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.
|Title of host publication||Proceedings of the 40th Annual Hawaii International Conference on System Sciences 2007, HICSS'07|
|Publication status||Published - 2007|
|Event||40th Annual Hawaii International Conference on System Sciences 2007, HICSS'07 - Big Island, HI, United States|
Duration: 3 Jan 2007 → 6 Jan 2007
|Other||40th Annual Hawaii International Conference on System Sciences 2007, HICSS'07|
|City||Big Island, HI|
|Period||3/01/07 → 6/01/07|