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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 literaturedoi:10.1109/hicss.2004.1265096 dblp:conf/hicss/DickingerHMS04 fatcat:b62s75wwmnflzjcb3dshnu3tcq