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

Eva Margarete Walter, Thomas Reutterer

Publication: Chapter in book/Conference proceedingContribution to conference proceedings


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 languageEnglish
Title of host publicationProceedings of the 38th EMAC Conference (on CD-ROM)
Editors Helfer, Jean-Pierre, Nicolas, Jean-Louis
Place of PublicationNantes
Publication statusPublished - 1 Jun 2009

Cite this