Affordable Access

Publisher Website

Diffusion and success factors of mobile marketing

Authors
Journal
Electronic Commerce Research and Applications
1567-4223
Publisher
Elsevier
Publication Date
Volume
4
Issue
2
Identifiers
DOI: 10.1016/j.elerap.2004.10.006
Keywords
  • Mobile Data Services
  • Short Message Services (Sms)
  • Mobile Commerce
  • Online Marketing
  • Success Factors
  • Fortune Global 500
  • Web Content Analysis
Disciplines
  • Communication

Abstract

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 marke ting tool.

There are no comments yet on this publication. Be the first to share your thoughts.