Factors affecting the impact of text message advertising
Christos Livas and
Apostolos Skotis
International Journal of Internet Marketing and Advertising, 2022, vol. 16, issue 3, 230-256
Abstract:
The ubiquity of mobile devices has given rise to numerous interactive marketing tactics, many of which involve the delivery of written text. Due to the paucity of studies assessing the effectiveness of mobile marketing communications, the present research aims at identifying factors affecting a text message's (or short message service - SMS) advertising impact. An investigation of 139 campaigns launched by eight leading multinational brands operating in the Greek cosmetics industry demonstrated that the introduction of targeted and shorter campaigns during seasonal sales, as well as the conveyance of emotional and rarity appeals, enhance purchase rate and sales impact. The results indicate that text message advertising should be geared towards particular marketing objectives. Its impact is enhanced by identification of contextual opportunities and adaptation of message content to consumers' buying situations. Overall, with use of data from marketing practice, the present study contributes to improved campaign planning and execution.
Keywords: mobile phones; mobile advertising; short message service; SMS; text message advertising; mobile promotions; campaign characteristics; message appeals; message adaptation; impact; effectiveness; multiple correspondence analysis; MCA. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:
Downloads: (external link)
http://www.inderscience.com/link.php?id=122240 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:16:y:2022:i:3:p:230-256
Access Statistics for this article
More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().