The Impact of SMS Advertising on Members of a Virtual Community
Jacques Nantel and Yasha SekhavatHEC Montréal
INTRODUCTION
The proliferation of short message service (SMS) applications has made this technology an important marketing tool. In their article concerning mobile consumers, Nohria and Leestma (2001) point to enormous opportunities for m-commerce and recommend that companies should assimilate mobile consumer behavior to offer “ubiquity solutions.” The principal users of SMS are adolescents that belong to the “txt generation,” a term introduced by Rheingold (2002). This generation is enamored with new technologies, which they easily appropriate and integrate into their...