Abstract
The present study investigates the determinants of acceptance of SMS-based advertising
campaigns among members of a DIY retailers 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 addressees
acceptance of SMS advertising. Finally, the SMS wording turned out to have very little influence on the
customers perception.
campaigns among members of a DIY retailers 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 addressees
acceptance of SMS advertising. Finally, the SMS wording turned out to have very little influence on the
customers perception.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 6th International Conference on Partial Least Squares and Related Methods |
| Editors | Vinzi, Vincenzo Esposito/Tenenhaus, Michel/Guan, Rong |
| Place of Publication | Beijing, China |
| Publisher | Publishing House of Electronics Industry |
| Pages | 394 - 399 |
| ISBN (Print) | 978-7-121-09342-5 |
| Publication status | Published - 1 Sept 2009 |