Identifying Success Factors of Mobile Marketing

ABSTRACT - Mobile Marketing promises new opportunities for marketers to communicate with customers. Short Message Service is the first and easiest forms of mobile data transmission, enjoying popularity with users in all age groups. With mobile marketing activities still in an experimental phase and little scientific literature, businesses need evidence on how in applying marketing measures using SMS. There is also little scientific research done on this subject so far. Based on literature review on the topic and an exploratory qualitative research design, the purpose of this paper is to present a definition of mobile marketing and to describe one of its most popular instruments, text messaging. Secondly, it introduces a model identifying success factors of mobile marketing and develops research propositions. Those deal with one key question: Which factors influence the customer’s attitude towards SMS based advertising?



Citation:

Parissa Haghirian and Astrid Dickinger (2005) ,"Identifying Success Factors of Mobile Marketing", in AP - Asia Pacific Advances in Consumer Research Volume 6, eds. Yong-Uon Ha and Youjae Yi, Duluth, MN : Association for Consumer Research, Pages: 28-29.

Asia Pacific Advances in Consumer Research Volume 6, 2005      Pages 28-29

IDENTIFYING SUCCESS FACTORS OF MOBILE MARKETING

Parissa Haghirian, Kyushu Sangyo University, Japan

Astrid Dickinger, Vienna University of Economics and Business Administration, Austria

ABSTRACT -

Mobile Marketing promises new opportunities for marketers to communicate with customers. Short Message Service is the first and easiest forms of mobile data transmission, enjoying popularity with users in all age groups. With mobile marketing activities still in an experimental phase and little scientific literature, businesses need evidence on how in applying marketing measures using SMS. There is also little scientific research done on this subject so far. Based on literature review on the topic and an exploratory qualitative research design, the purpose of this paper is to present a definition of mobile marketing and to describe one of its most popular instruments, text messaging. Secondly, it introduces a model identifying success factors of mobile marketing and develops research propositions. Those deal with one key question: Which factors influence the customer’s attitude towards SMS based advertising?

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Authors

Parissa Haghirian, Kyushu Sangyo University, Japan
Astrid Dickinger, Vienna University of Economics and Business Administration, Austria



Volume

AP - Asia Pacific Advances in Consumer Research Volume 6 | 2005



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