Determinants of effective SMS advertising: an experimental study

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service).

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


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”...

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