In Search of Successful Mobile Advertising: Consumer and Business Perspectives

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Author(s): Stuart J. Barnes (University of East Anglia, UK), Eusebio Scornavacca (Victoria University of Wellington, New Zealand), Jonathon McKenzie (Run the Red - Mobile Enables, New Zealand)and Amy Carroll (Citigroup, New Zealand)
Copyright: 2010
Pages: 114
Source title: Handbook of Research on Mobile Marketing Management
Source Author(s)/Editor(s): Key Pousttchi (University of Augsburg, Germany)and Dietmar G. Wiedemann (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-074-5.ch015

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The deployment of SMS-based marketing campaigns has been noted as a very successful mean of reaching consumers. With this mind, this chapter reports on three different studies that we have conducted aimed at better understanding what makes SMS marketing campaigns successful. The studies were conducted in the past four years and they explore business as well as consumer perspectives: (i) a consumer scenario perspective, which examines the importance of three factors in SMS advertising acceptance; (ii) a consumer decision perspective, which analyses the opt-in decision for an SMS campaign; and (iii) a business, perspective examining managers’ perceptions of the critical success factors in advertising campaigns. The paper rounds off with conclusions and recommendation for future research and practice in the area of mobile advertising.

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In Search of Successful Mobile Advertising: Consumer and Business Perspectives

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