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Factors That Influence the Effectiveness of Mobile Advertising: The Case of SMS

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Advances in Informatics (PCI 2005)

Part of the book series: Lecture Notes in Computer Science ((LNTCS,volume 3746))

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Abstract

Mobile advertising takes the case of one-to-one marketing one step further, since it allows companies to send personalized offers regardless of time and space boundaries. By employing all the characteristics of one-to-one marketing and augmenting them with features such as location awareness, ubiquitous customer reach, direct response and time independence, mobile advertising is emerging as a promising advertising channel. However, little is known regarding the factors that may influence the effectiveness of a mobile advertising campaign. In this paper we attempt to identify such factors in the field of SMS advertising through an empirical survey of advertisers. Factor analysis is employed for model generation and the outcome provides four main categories that may impact the effectiveness of the SMS advertising communication: campaign strategy, targeting, creative development, and source.

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Author information

Authors and Affiliations

  1. Department of Management Science and Technology, Athens University of Economics and Business, Evelpidon 47A & Lefkados 33, Athens, GR-11362, Greece

    Dimitris Drossos & George M. Giaglis

Authors
  1. Dimitris Drossos
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  2. George M. Giaglis
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Editor information

Editors and Affiliations

  1. Department of Computer and Communication Engineering, University of Thessaly, Glavani 37, 382 21, Volos, Greece

    Panayiotis Bozanis

  2. Department of Computer and Communication Engineering, University of Thessaly, 382 21, Volos, Greece

    Elias N. Houstis

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© 2005 Springer-Verlag Berlin Heidelberg

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Drossos, D., Giaglis, G.M. (2005). Factors That Influence the Effectiveness of Mobile Advertising: The Case of SMS. In: Bozanis, P., Houstis, E.N. (eds) Advances in Informatics. PCI 2005. Lecture Notes in Computer Science, vol 3746. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11573036_26

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  • DOI: https://doi.org/10.1007/11573036_26

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-29673-7

  • Online ISBN: 978-3-540-32091-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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