Mobile Permission Marketing: Framing the Market Inquiry

Kavassalis, Petros; Spyropoulou, Ntina; Drossos, Dimitris; Mitrokostas, Evangelos; Gikas, Gregory; Hatzistamatiou, Antonis

doi:10.1080/10864415.2003.11044286

Cited by 152 publications

(92 citation statements)

References 16 publications

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“…With the continued growth of the mobile phone as a viable advertising medium [Herbjørn et al 2005, Jayawardhena et al 2009, Kavassalis et al 2003, Precourt 2009]. It has become increasingly essential for researchers and advertisers…”

Section: Literature Reviewmentioning

confidence: 99%

The Study of Influencing Factors on Customers’ Decision to Use of Mobile Banking Based on SMS Services (Case Study: The Branches of Governmental Banks in Rasht City-Northern of Iran)

Taleghani

2016

Metody Ilościowe W Badaniach Ekonomicznych

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Section: Literature Reviewmentioning

confidence: 99%

The Study of Influencing Factors on Customers’ Decision to Use of Mobile Banking Based on SMS Services (Case Study: The Branches of Governmental Banks in Rasht City-Northern of Iran)

Taleghani

2016

Metody Ilościowe W Badaniach Ekonomicznych

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“…In fact, most early mobile messages were promotional in nature, focusing on inducing an immediate purchase. In addition, firms that employ mobile campaigns can attract consumer attention and produce consumer responses to a much greater degree than through other direct marketing channels because they can engage in one-to-one dialogue with customers (Kavassalis et al, 2003).…”

Section: Background and Definitionsmentioning

confidence: 99%

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

Okazaki

Taylor

2008

Journal of Business Research

116

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El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscriptionWhat is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European marketsShintaro Okazaki a, ⁎ , Charles R. Taylor b,1 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 this medium 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.

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“…Holmen (2008) y Novikov (2008 desarrollan su investigación afirmando que uno de los factores de éxito del marketing móvil es la eficiencia del soporte frente a otros soportes tradicionales. Por otro lado, otros factores que explican su mayor efectividad son sus posibilidades de personalización y de individualización de contenidos, el alto grado de respuesta y su coste inferior a otros soportes, según Kassavalis, Spyropoulou, Drosos, Mitrokostas, Gikas & Hatzistamatiou (2003) y Scharl, Dickinger & Murphy (2005. También cabe tener en cuenta otros factores como el comportamiento del consumidor, la entrega de la información en el momento de la decisión y en el lugar adecuado, la posibilidad de interacción y la posibilidad de feedback inmediato, como se destaca en los análisis de Ktoridou, Eparninonda & Vrontis, (2007).…”

Section: Limitaciones Y Metodología Aplicadaunclassified

Los factores clave del éxito de las promociones realizadas con dispositivos móviles de última generación: un análisis teórico

Coy

Medina

2013

Pensar Public.

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ResumenLa utilización de los dispositivos móviles ha crecido exponencialmente en los últimos 15 años llegando a la culminación con la introducción de los teléfonos inteligentes y las tabletas. Las empresas y organizaciones tienen un nuevo canal con múltiples posibilidades comerciales y lo están aprovechando. Analizar esta realidad a través de la literatura académica ha sido el objetivo de esta investigación. Nos ha permitido averiguar por qué las empresas utilizan cada vez más los dispositivos móviles para realizar promociones comerciales y nos ha mostrado los factores clave para realizar promociones exitosas utilizando los terminales móviles de última generación como soporte promocional.

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Mobile Permission Marketing: Framing the Market Inquiry

Cited by 152 publications

References 16 publications

The Study of Influencing Factors on Customers’ Decision to Use of Mobile Banking Based on SMS Services (Case Study: The Branches of Governmental Banks in Rasht City-Northern of Iran)

The Study of Influencing Factors on Customers’ Decision to Use of Mobile Banking Based on SMS Services (Case Study: The Branches of Governmental Banks in Rasht City-Northern of Iran)

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

Los factores clave del éxito de las promociones realizadas con dispositivos móviles de última generación: un análisis teórico

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