Heim, Philipp, Walter, Eva Margarete, Reutterer, Thomas. 2009. User Acceptance of SMS-based Advertising Campaigns. In Proceedings of the 6th International Conference on Partial Least Squares and Related Methods, Hrsg. Vinzi, Vincenzo Esposito/Tenenhaus, Michel/Guan, Rong, 394-399. Beijing, China: Publishing House of Electronics Industry.
BibTeX
Abstract
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.
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Status of publication | Published |
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Affiliation | WU |
Type of publication | Contribution to conference proceedings |
Language | English |
Title | User Acceptance of SMS-based Advertising Campaigns |
Title of whole publication | Proceedings of the 6th International Conference on Partial Least Squares and Related Methods |
Editor | Vinzi, Vincenzo Esposito/Tenenhaus, Michel/Guan, Rong |
Page from | 394 |
Page to | 399 |
Location | Beijing, China |
Publisher | Publishing House of Electronics Industry |
Year | 2009 |
ISBN | 978-7-121-09342-5 |
URL | http://www.pls09.org |
Associations
- People
- Walter, Eva Margarete (Former researcher)
- Reutterer, Thomas (Details)
- External
- Heim, Philipp (Austria)
- Organization
- Institute for Marketing and Customer Analytics IN (Details)
- Institute for Retailing & Data Science IN (Details)
- Research Institute for Computational Methods FI (Details)