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An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising
Big Island, Hawaii January 03-January 06
DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/HICSS.2007.6240th Annual Hawaii International Conf ...
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Dimitris Drossos, George M. Giaglis, George Lekakos, "An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising," Hawaii International Conference on System Sciences, pp. 58c, 40th Annual Hawaii International Conference on System Sciences (HICSS'07), 2007.
 
 
BibTex
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@article{ 10.1109/HICSS.2007.62,
author = {Dimitris Drossos and George M. Giaglis and George Lekakos},
title = {An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising},
journal ={Hawaii International Conference on System Sciences},
volume = {0},
year = {2007},
issn = {1530-1605},
pages = {58c},
doi = {http://doi.ieeecomputersociety.org/10.1109/HICSS.2007.62},
publisher = {IEEE Computer Society},
address = {Los Alamitos, CA, USA},
}
 
 
RefWorks Procite/RefMan/Endnote
x 
 
TY - CONF
JO - Hawaii International Conference on System Sciences
TI - An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising
SN - 1530-1605
SP
EP
A1 - Dimitris Drossos,
A1 - George M. Giaglis,
A1 - George Lekakos,
PY - 2007
KW - null
VL - 0
JA - Hawaii International Conference on System Sciences
ER -
 
Dimitris Drossos, Athens University of Economics and Business
George M. Giaglis, Athens University of Economics and Business
George Lekakos, Athens University of Economics and Business
Mobile advertising has emerged as one of the most popular applications in mobile commerce, particularly in the form of SMS advertising campaigns. However, looking at the process of mobile advertising scientific inquiry, one observes that little is known regarding the effectiveness of an SMS advertisement and the factors contributing to its success. This research investigates the significance of such factors via an experimental method based on a student sample. Several content and medium factors were manipulated and the key finding is that (1) incentive, (2) interactivity, (3) appeal, (4) product involvement, (5) acronyms usage and (6) attitude towards SMS advertising in general, exhibit main effects on attitudinal variables and purchase intentions.
Citation:
Dimitris Drossos, George M. Giaglis, George Lekakos, "An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising," hicss, pp.58c, 40th Annual Hawaii International Conference on System Sciences (HICSS'07), 2007
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