User acceptance of mobile Internet: Implication for convergence technologies
Interacting with Computers
Unsolicited Commercial E-Mail: Empirical Analysis of a Digital Commons
International Journal of Electronic Commerce
What people do with digital multimedia broadcasting? Path analysis of structural equation modelling
International Journal of Mobile Communications
Unveiling managers' perceptions of the critical success factors for SMS based campaigns
International Journal of Mobile Communications
The effectiveness of targeted mobile advertising in selling mobile services: an empirical study
International Journal of Mobile Communications
Uncovering patterns in mobile advertising opt-in behaviour: a decision hierarchy approach
International Journal of Mobile Communications
Behaviour & Information Technology
Context Awareness and Perceived Interactivity in Multimedia Computing
Proceedings of the 13th International Conference on Human-Computer Interaction. Part III: Ubiquitous and Intelligent Interaction
Factors affecting consumer attitude towards mobile advertising in India
International Journal of Information Technology and Management
International Journal of Electronic Finance
Character usage in Chinese short message service SMS: a real-world study in Mainland China
International Journal of Mobile Communications
Potential consumers' intentions to use LBS in Taiwan
International Journal of Mobile Communications
International Journal of Mobile Communications
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Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging,introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.