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Diffusion and Success Factors of Mobile Marketing

Scharl, Arno and Dickinger, Astrid and Murphy, Jamie (2005) Diffusion and Success Factors of Mobile Marketing. Electronic Commerce Research and Applications, 4 (2). pp. 159-173.

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Abstract

Mobile marketing offers direct communication with consumers, anytime and anyplace. This paper reviews mobile marketing and then investigates the most successful form of mobile communication, Short Message Services (SMS), via a quantitative content analysis of the Fortune Global 500 Web sites and qualitative interviews with European experts. The content analysis explores the diffusion of SMS technology and sheds light on mobile marketing campaigns of large multinational organizations. Combining a literature review with results from the qualitative survey leads to a conceptual model of successful SMS advertising. The paper closes with future research avenues for this emerging marketing tool.

Item Type:Article
Subjects:H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources
ID Code:101
Deposited By: Prof Dr Arno Scharl
Deposited On:14 Nov 2016 21:57
Last Modified:14 Nov 2016 22:09

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