Determinants of effective SMS advertising: an experimental study
Dimitris Drossos, George M. Giaglis, George Lekakos, Flora Kokkinaki and Maria G. StavrakiAthens University of Economics and Business
INTRODUCTION
SMS campaigns are proliferating around the world. In an empirical study of the state of interactive marketing in five large developed markets (United States, Japan, Germany, UK, and France) and two key emerging markets (China and Brazil), Barwise and Farley (2005) found that 19% of the participant firms were already using text messaging either as a direct response or as a “push”...