The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between att...

The study examines consumer responses to SMS-based mobile advertising campaigns using a field experiment with actual behavioral responses. Specifically, the effects of message characteristics (i.e., incentives and prior permission) and individual differences of message recipients (i.e., content involvement, prior experience with the mobile medium, and medium-fit perceptions) on the attitudinal ...

Along with the high proliferation of mobile phones and other mobile devices, research on the use of short messaging service SMS to access customers through their handheld devices has gained much attention, which is termed as mobile advertising. In order to make the best use of mobile advertising to benefit companies and customers becomes more emergent. One of the most important and successful f...

This paper's aim was to develop a conceptual overview of SMS marketing and delineate factors of new communications technologies on business practice. This study, which was a descriptive survey, was built on primary and secondary data source including a literature review of SMS marketing and a Questionnaire were used as the primary means of collecting secondary data. The sample size of 300 patie...

Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variab...

This study recognises and addresses short message service (SMS) advertising research deficits. The empirical study, grounded in the Uses Gratification theory, presents perceived values attitudes (PAVA) of consumers different age groups gender towards SMS advertisements. Data was collected from 261 mobile phone users analysed using SPSS AMOS. results suggest that - matter when it comes to their ...

Out-of-Home (OOH) advertising is currently advancing into a new era: “pervasive advertising” is one of the buzz words describing a soft change from the traditional push-only media to an interactive and bi-directional advertisement experience. While ambient media solutions try to conquer each and every piece of potential advertisement surfaces by various sorts of print media, another trend can b...

Topicality. In the context of Covid-19 pandemic, sms-promotion innovative services in hotel and restaurant business, which contributes to its development, is becoming important. It happens under influence modern tools, actively counteract postpandemic crisis. The aim this article determine types products business terms COVID-19, as well methods tools for sms-promotion. Research methods. researc...

Although Web Services have made the leap from the desktop to mobile devices, mobile services are still much less widely used than their desktop equivalents. The Simple Mobile Services (SMS) project proposes a new generation of services designed to overcome the limitations of the current offering. Here we describe 4 focus groups (1 in Germany, 1 in Greece and 2 in Italy) designed to investigate ...