User Acceptance of SMS-based Advertising Campaigns

  • Philipp Heim (Ko-Autor*in)
  • Eva Margarete Walter (Ko-Autor*in)
  • Reutterer, T. (Ko-Autor*in)

Aktivität: VortragWissenschaftlicher Vortrag (Science-to-Science)

Beschreibung

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.
Zeitraum4 Sept. 20097 Sept. 2009
Ereignistitel6th International Conference on Partial Least Squares and Related Methods (PLS'09)
VeranstaltungstypKeine Angaben
BekanntheitsgradInternational