Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents
HICSS '05 Proceedings of the Proceedings of the 38th Annual Hawaii International Conference on System Sciences (HICSS'05) - Track 1 - Volume 01
Using Multivariate Statistics (5th Edition)
Using Multivariate Statistics (5th Edition)
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Consumer acceptance of SMS advertising: a study of American and Turkish consumers
International Journal of Mobile Communications
Content relevance and delivery time of SMS advertising
International Journal of Mobile Communications
Utilitarian and hedonic perceptions of short message service mobile marketing
International Journal of Mobile Communications
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The current study is an initial investigation of two reading behaviours related to Short Message Service SMS advertising i.e., when an advertisement is read and how much of an advertisement is read across different age groups. The results showed that for most age groups, expectation is the most influential predictor of when a message is read, whereas perceived relevance is the most influential predictor of how much of a message is read. Different age groups display similar reading behaviours, but the mechanisms underlying the reading behaviours differ across age groups. These findings suggest that customised marketing strategies for different age segments are necessary for successful SMS advertising campaigns.