Can we compare SMS marketing to traditional marketing communications?

Irene Roozen () and Emile Genin ()
Additional contact information
Irene Roozen: Hogeschool-Universiteit Brussel (HUB), Belgium
Emile Genin: Significant GfK, Heverlee, Belgium

No 2008/50, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: Nowadays most companies acknowledge the importance of SMS marketing in reaching and interacting with their customers (Kavassalis et al. 2003; Dickinger et al. 2004; Tsang, Ho & Liang 2004; Sharl, Dickinger & Murphy 2005; Muk 2007). However, there is much discussion in the press regarding the effectiveness when it comes to SMS marketing. Are customers willing to accept, reading and using SMS messages: how effective is SMS marketing compared to traditional marketing communications? The goal of this study is to investigate, on the one hand, the effectiveness of SMS advertising compared to traditional marketing communication for different aspects and, on the other hand, to analyse to what extent consumers are willing to accept commercial messages on their mobile phone, since the effectiveness of SMS marketing highly depends on this. The research results indicate that location and time, incentive, advertising appeal and product involvement have a significant positive influence on the attitude towards the ad, the attitude towards the brand and the consumers’ purchase intention for SMS advertising and not for the traditional marketing communications. In addition, the research results indicate that an incentive is necessary (especially for young mobile phone users) to increase the willingness to accept these kind of messages.

Keywords: SMS marketing; mobile phone; SMS advertising effectiveness (search for similar items in EconPapers)
Pages: 29 pages
Date: 2008-10
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://lirias.hubrussel.be/handle/123456789/2268 (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to lirias.hubrussel.be:80 (nodename nor servname provided, or not known)

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:hub:wpecon:200850

Access Statistics for this paper

More papers in Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management Contact information at EDIRC.
Bibliographic data for series maintained by Sabine Janssens ( this e-mail address is bad, please contact ).