What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets
Entity
UAM. Departamento de Financiación e Investigación Comercial; UAM. Departamento de Física AplicadaDate
2008-01-01Citation
10.1016/j.jbusres.2006.05.003
Journal of Business Research 61.1 (2008): 4-12
ISSN
0148-2963DOI
10.1016/j.jbusres.2006.05.003Editor's Version
http://dx.doi.org/10.1016/j.jbusres.2006.05.003Subjects
Europe; Internet; Mobile; Multinational corporations; SMS (short message services); EmpresaNote
This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research 61.1 (2008) DOI http://dx.doi.org/10.1016/j.jbusres.2006.05.003Rights
© 2007 Elsevier Inc. All rights reserved.Esta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
Abstract
This study examines the factors associated with the intention of multinational corporations operating in Europe to implement SMS advertising. It
hypothesizes that managerial intentions to use thismedium are related to the perceptions of four factors: (1) the ability to build brand image; (2) the ability to
use location based marketing; (3) the perceptions of how well consumers accept SMS advertising; and (4) the perceptions of the technological
infrastructure. Results support the notion that managers from the European Union, Japan, and the United States will be more likely to adopt SMS
advertising if they perceive it has the ability to help build the brand. They are also likely to perceive information security as a threat to the ability to “push”
the product through the wireless channel. Results also suggest that managers give significant weight to the penetration of the technological infrastructure
needed to run the ads through SMS based messaging service.
Files in this item
Google Scholar:Okazaki, Shintaro
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Taylor, Charles R.
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