An empirical assessment of factors that influence the effectiveness of SMS advertising

Dimitris Drossos, George M. Giaglis, George Lekakos

Research output: Chapter in Book/Report/Conference proceedingConference contribution

5 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 40th Annual Hawaii International Conference on System Sciences 2007, HICSS'07
DOIs
Publication statusPublished - 2007
Event40th Annual Hawaii International Conference on System Sciences 2007, HICSS'07 - Big Island, HI, United States
Duration: 3 Jan 20076 Jan 2007

Other

Other40th Annual Hawaii International Conference on System Sciences 2007, HICSS'07
CountryUnited States
CityBig Island, HI
Period3/01/076/01/07

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  • Cite this

    Drossos, D., Giaglis, G. M., & Lekakos, G. (2007). An empirical assessment of factors that influence the effectiveness of SMS advertising. In Proceedings of the 40th Annual Hawaii International Conference on System Sciences 2007, HICSS'07 [4076491] https://doi.org/10.1109/HICSS.2007.62