Advertising in a pervasive computing environment
WMC '02 Proceedings of the 2nd international workshop on Mobile commerce
User needs for location-aware mobile services
Personal and Ubiquitous Computing
A Framework for the Emerging Mobile Commerce Applications
HICSS '01 Proceedings of the 34th Annual Hawaii International Conference on System Sciences ( HICSS-34)-Volume 9 - Volume 9
Wireless Commerce: Marketing Issues and Possibilities
HICSS '01 Proceedings of the 34th Annual Hawaii International Conference on System Sciences ( HICSS-34)-Volume 9 - Volume 9
Ad-me: Wireless Advertising Adapted to the User Location, Device and Emotions
HICSS '04 Proceedings of the Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 9 - Volume 9
Bluetooth and WAP push based location-aware mobile advertising system
Proceedings of the 2nd international conference on Mobile systems, applications, and services
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Mobile Permission Marketing: Framing the Market Inquiry
International Journal of Electronic Commerce
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Mobile advertising takes the case of one-to-one marketing one step further, since it allows companies to send personalized offers regardless of time and space boundaries. By employing all the characteristics of one-to-one marketing and augmenting them with features such as location awareness, ubiquitous customer reach, direct response and time independence, mobile advertising is emerging as a promising advertising channel. However, little is known regarding the factors that may influence the effectiveness of a mobile advertising campaign. In this paper we attempt to identify such factors in the field of SMS advertising through an empirical survey of advertisers. Factor analysis is employed for model generation and the outcome provides four main categories that may impact the effectiveness of the SMS advertising communication: campaign strategy, targeting, creative development, and source.