Quotation Walter, Eva Margarete, Reutterer, Thomas. 2009. How mobile advertising affects consumers: Empirical findings from a SMS direct marketing campaign. 38th European Marketing Academy Conference (EMAC), Nantes, Frankreich, 26.05.-29.05..


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Abstract

This paper investigates the impact of potential influencing factors on customers’ acceptance of and attitudes towards advertising delivered through mobile media. In a controlled field experiment, we empirically evaluate the effects of an SMS (short message services) campaign on the advertising value and the attitude towards the ad as perceived by a sample of DIY retail clients. The results of our experiment stress the importance of a target group adequate selection of the product to be promoted. Furthermore, we find evidence that obtaining customers’ explicit permission to receive SMS adverts plays an important role for the acceptance of mobile media.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title How mobile advertising affects consumers: Empirical findings from a SMS direct marketing campaign
Event 38th European Marketing Academy Conference (EMAC)
Year 2009
Date 26.05.-29.05.
Country France
Location Nantes
URL http://www.emac2009.org

Associations

People
Walter, Eva Margarete (Former researcher)
Reutterer, Thomas (Details)
Organization
Institute for Service Marketing and Tourism IN (Details)
Institute for Retailing & Data Science IN (Details)
Research Institute for Computational Methods FI (Details)
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