How Mobile Advertising Affects Consumers: Empirical Findings From A SMS Direct Marketing Campaign

Eva Margarete Walter; Thomas Reutterer

How Mobile Advertising Affects Consumers: Empirical Findings From A SMS Direct Marketing Campaign

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

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.

Original language	English
Title of host publication	Proceedings of the 38th EMAC Conference (on CD-ROM)
Editors	Helfer, Jean-Pierre, Nicolas, Jean-Louis
Place of Publication	Nantes
Publisher	EMAC
Publication status	Published - 1 Jun 2009

Check availability

University Library Catalogue

Cite this

@inproceedings{c9b49f428ae54004ad34c8e363752e38,

title = "How Mobile Advertising Affects Consumers: Empirical Findings From A SMS Direct Marketing Campaign",

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.",

author = "Walter, {Eva Margarete} and Thomas Reutterer",

year = "2009",

month = jun,

day = "1",

language = "English",

editor = "{Helfer, Jean-Pierre, Nicolas, Jean-Louis}",

booktitle = "Proceedings of the 38th EMAC Conference (on CD-ROM)",

publisher = "EMAC",

}

TY - GEN

T1 - How Mobile Advertising Affects Consumers: Empirical Findings From A SMS Direct Marketing Campaign

AU - Walter, Eva Margarete

AU - Reutterer, Thomas

PY - 2009/6/1

Y1 - 2009/6/1

N2 - 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.

AB - 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.

M3 - Contribution to conference proceedings

BT - Proceedings of the 38th EMAC Conference (on CD-ROM)

A2 - Helfer, Jean-Pierre, Nicolas, Jean-Louis, null

PB - EMAC

CY - Nantes

ER -