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ABSTRACT
Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobile advertising little is known regarding the effectiveness of SMS advertising and the factors contributing to its success. This research investigates the significance of a number of factors associated with SMS advertising effectiveness through an experimental study. The findings indicate that incentive, interactivity, appeal, product involvement, and attitude toward SMS advertising in general directly influence attitude toward the advertisement, attitude toward the brand, and purchase intention. The results of the study suggest that a stronger focus on these factors is necessary to improve the effectiveness of SMS advertising campaigns.
Additional information
Dimitris Drossos is a Ph.D. Candidate in the Department of Management Science and Technology at the Athens University of Economics and Business and currently teaches e-marketing at the Technological Educational Institute of Patras. He is currently doing research on mobile advertising, as well as m-commerce technologies and services.
Dr. George M. Giaglis is an Associate Professor of eBusiness at the Athens University of Economics and Business. His main research interests lie in the areas of mobile and wireless applications and services; ubiquitous, pervasive, and wearable information systems; business process modeling and simulation; and information systems evaluation. He has published more than 100 articles in leading journals and international conferences. Since 2001, he has been the Director of the ISTLab Wireless Research Center (www.mobiforum.org/).
Dr. George Lekakos is an Adjunct Lecturer at the Department of Management Science and Technology, Department of Computer Science, University of Cyprus. Dr. Lekakos’ research interests are in the area of personalized and adaptive systems, human-computer interaction, and machine learning. He has published more than 30 papers in international journals and conferences, and he is the co-editor of books and conference proceedings.
Dr. Flora Kokkinaki is an Assistant Professor in the Department of Marketing and Communication at the Athens University of Economics and Business. Her research interests include attitude theory and consumer decision-making. She has published in the British Journal of Psychology, the British Journal of Social Psychology, and the Journal of Economic Psychology.
Maria G. Stavraki is a Ph.D. Candidate in the Department of Marketing and Communication at the Athens University of Economics and Business. Her research interests include consumer behavior and affective processes in attitude change.