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?

BIBLIOGRAPHY

Ajzen, I. (1991). "The Theory of Planned Behavior", Organizational Behavior and Human Decision Processes 50: p.179B211.

Balasubramanian, S., R. A. Peterson and S. L. Jarvenpaa (2002). "Exploring the Implications of M-Commerce for Markets and Marketing", Journal of the Academy of Marketing 30(4): p.348B361.

Barwise, P. and C. Strong (2002). "Permission-based Mobile Advertising", Journal of Interactive Marketing 16(1): p.14B24.

Bauer, R. A. and S. A. Greyser (1968). Advertising in America: The Consumer View. Boston, Harvard University.

Bezijan-Avery, A., C. A. and D. Iacobucci (1998). "New Media Interactive Advertising vs. Traditional Advertising", Journal of Advertising Research 4(JulyBAugust 1998): p.23B32.

Caroll, H. J., S. Peck and J. Murphy (2002). "A Field Study of Perceptions and Use of Mobile telephones by 16 to 22 Year Olds", Journal of Information Technology Theory and Application 4(2): p.49B61.

Chevron, J. (1985). "Give your Brand in Marriage", Advertising Age 22 July 1985.

Creswell, J. W. (1998). Qualitative Inquiry and Research Design: Choosing among Five Traditions. Thousand Oaks, Sage Publications.

Degenhardt, W. (1986). Akzeptanzforschung zu Bildschirmtext: Methoden und Ergebnisse. Mnnchen, Fischer Verlag.

Dickinger, A., P. Haghirian, J. Murphy and A. Scharl (2004). An Investigation and Conceptual Model of SMS Marketing. 38th Hawaii International Conference on System Sciences (HICSS-38), Hawaii, Big Island, IEEE.

Diller, H. (2001). Vahlens GroBes Marketing Lexikon. Mnnchen, Verlag C.H. Beck.

Doyle, S. (2001). "Using Short Messages Services as a Marketing Tool", Journal of Database Marketing 8(3): p.273B277.

Ducoffe, R. H. (1996). "Advertising Value and Advertising on the Web", Journal of Advertising Research (SeptemberBOctober): p.21B36.

enpocket.com (2002). Consumer Preferences for SMS Marketing in the UK, enpocket.com, www.enpocket.com/research.

GartnerGroup.com (2001). Multimedia Mobile Messaging: A Marketeer¦s Delight, GartnerGroup Research Note, www.gartnergroup.com.

Godin, S. (2001). Permission Marketing; Wie Sie aus Fremden Freunde machen und wie Freunde zu treuen Kunden werden. Mnnchen, Finanzverlag.

Golem.de (2002). "Werbung per SMS wird immer beliebter".

Handelsblatt (2001). Geld verdienen mit SMS?, www.handelsblatt.com.

Houston, F. S. and J. B. Gassenheimer (1987). "Marketing and Exchange", Journal of Current Issues and Research in Advertising 51(October): p.3B18.

Lot21 (2001). The Future of Wireless Marketing, www.mobilewhitepapers.com/pdf/-Lot21_wireless_nmarketing.pdf.

Mayerl, B. and M. Staudinger (2003). "Die Handy-Revolution: Wie 20 Jahre Mobilfunk die Welt veranderten", Format 45(November 7): p.60B78.

McKenzie, S. B. and J. L. Lutz (1989). "An Empirical Examination of the Structural Antecedents of Attitude towards the Ad in an Advertising Pre-Testing Context", Journal of Marketing 53(April 1989): p.48B65.

MindMatics (2001). MindMatics setzt erfolgreiche SMS Kampagne fnr Coco-Cola und Warner Brothers Movie World um, www.mindmatics.com/.

O¦Connor, E., C. Parsons, R. Linden and D. Herold (1990). "Implementing New Technology: Management Issues and Opportunities", Journal of High Technology Management Research 1(1): p.68B89.

Petty, R. D. (000). "Marketing without Consent: Consumer Choice and Costs, Privacy, and Public Policy", Journal of Public Policy and Marketing 19(Spring): p.42B53.

Quios/Engage (2000). The Efficacy of Wireless Advertising: Industry Overview and Case Study, www.mobilecommerceworld.com/download/QuiosEngage_WP.pdf.

Raskino, M. (2001). Mobile Coupons will Reach Right into Your Pocket, GartnerGroup Research Note (16 July 2001), www.gartner.com.

Rogers, E. M. (1976). "New Product Adoption and Diffusion", Journal of Consumer Research 2: p.290B301.

Rogers, E. M. (1995). Diffusion of Innovations. New York, The Free Press.

Rubin, H. J. and I. S. Rubin (1995). Qualitative Interviewing. Thousand Oaks, Sage Publications.

Steuer, J. (1992). "Defining Virtual Reality: Dimension Determining Telepresence", Journal of Communication 42(4): p.73B93.

UMTS-Forum (2003). A History of 3rd Generation Mobile, Nokia Networks, http://www.umts-forum.org/servlet/dycon/ztumts/umts/Live/en/umts/MultiMedia_3G+Resources_History-of-3G.pdf.

Weichmann, T., N. Dufft, M. Meler and A. Stiehler (2002). Mobile Marketing: Ohne Draht zum Kunden? Chancen, Herausforderungen und Perspektiven im deutschen Markt, Berlecon Research GmbH.

Whitaker, L. (2001). "Ads Unplugged", American Demographics 23(6): p.30B34.

Xueming, L. (2003). "The Performance Implications of Contextual Marketing for Electronic Commerce", Journal of Database Marketing 10(3): p.231B239.

----------------------------------------