The Impact of SMS Advertising on Members of a Virtual Community

This empirical research brings interesting insights concerning mobile commerce. Our objective is to determine the influence of language (conventional language versus short message service (SMS) language) and spokeperson on the effectiveness of SMS advertising.

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...

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