Walter, Eva Margarete, Reutterer, Thomas. 2009. How Mobile Advertising Affects Consumers: Empirical Findings From A SMS Direct Marketing Campaign. In Proceedings of the 38th EMAC Conference (on CD-ROM), Hrsg. Helfer, Jean-Pierre, Nicolas, Jean-Louis, ---. Nantes: EMAC.
BibTeX
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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Status of publication | Published |
---|---|
Affiliation | WU |
Type of publication | Contribution to conference proceedings |
Language | English |
Title | How Mobile Advertising Affects Consumers: Empirical Findings From A SMS Direct Marketing Campaign |
Title of whole publication | Proceedings of the 38th EMAC Conference (on CD-ROM) |
Editor | Helfer, Jean-Pierre, Nicolas, Jean-Louis |
Page from | - |
Page to | - |
Location | Nantes |
Publisher | EMAC |
Year | 2009 |
Associations
- People
- Walter, Eva Margarete (Former researcher)
- Reutterer, Thomas (Details)
- Organization
- Institute for Marketing and Customer Analytics IN (Details)
- Institute for Retailing & Data Science IN (Details)
- Research Institute for Computational Methods FI (Details)