Predicting mobile promotion response behaviour: a mathematical modelling approach

Authors:
A. M. Sakkthivel;R. Bremananth;B. Sriram
Affiliations:
Department of Business Administration, Sur University College, Sur, Sultanate of Oman.;Department Information Technology/Systems, Sur University College, P.O. Box 440, P.C. 411, Sur, Sultanate of Oman.;Department Information Technology/Systems, Sur University College, P.O. Box 440, P.C. 411, Sur, Sultanate of Oman
Venue:
International Journal of Mobile Communications
Year:
2013

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Abstract

The paper attempts to build a mathematical model for predicting mobile promotion response behaviour of users towards promotional Short Messaging Services (SMS). The conceptual model has been assumed to predict the response behaviour towards useful to not useful information. The conceptual model has been converted into a mathematical model and empirically tested through fuzzification process. The results show that: 1) the users ignore the promotional SMS irrespective of useful to not useful information; 2) the model shows the cyclical response behaviour of users towards promotional SMS in the short to long run.