Quotation Heim, Philipp, Walter, Eva Margarete, Reutterer, Thomas. 2009. User Acceptance of SMS-based Advertising Campaigns. 6th International Conference on Partial Least Squares and Related Methods (PLS'09), Beijing, China, 04.09.-07.09..




The present study investigates the determinants of acceptance of SMS-based advertising campaigns among members of a DIY retailer’s 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 addressee’s acceptance of SMS advertising. Finally, the SMS wording turned out to have very little influence on the customer’s perception.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title User Acceptance of SMS-based Advertising Campaigns
Event 6th International Conference on Partial Least Squares and Related Methods (PLS'09)
Year 2009
Date 04.09.-07.09.
Country China
Location Beijing
URL http://www.pls09.org


Walter, Eva Margarete (Former researcher)
Reutterer, Thomas (Details)
Heim, Philipp (Austria)
Institute for Marketing and Customer Analytics IN (Details)
Institute for Retailing & Data Science IN (Details)
Research Institute for Computational Methods FI (Details)
Google Scholar: Search