Quotation 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.


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Abstract

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.

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Publication's profile

Status of publication Published
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 Service Marketing and Tourism IN (Details)
Institute for Retailing & Data Science IN (Details)
Research Institute for Computational Methods FI (Details)
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