An investigation and conceptual model of SMS marketing

A. Dickinger, P. Haghirian, J. Murphy, A. Scharl
2004 37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the  
Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature
more » ... review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.
doi:10.1109/hicss.2004.1265096 dblp:conf/hicss/DickingerHMS04 fatcat:b62s75wwmnflzjcb3dshnu3tcq