Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers

Priporas, Constantinos‐Vasilios; Mylona, Ifigeneia

doi:10.1504/ijmc.2008.018053

Cited by 23 publications

(8 citation statements)

References 20 publications

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“…Semi-structured interviews and focus groups were conducted in London during August and September 2016, ranging in length from approximately 35 minutes to 50 minutes. All the interviews and focus groups were recorded in order to ensure accuracy and were later transcribed verbatim (Priporas and Mylona, 2008).…”

Section: Context and Data Collectionmentioning

confidence: 99%

Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

Hussain

Melewar

Priporas

et al. 2020

Journal of Business Research

110

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Section: Context and Data Collectionmentioning

confidence: 99%

Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

Hussain

Melewar

Priporas

et al. 2020

Journal of Business Research

110

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“…In any case, experimental studies are of relevance to direct marketing campaigns through mobile phones. More specifically, some investigations have studied the relevance of the message content (Priporas and Mylona, 2008 9 ; Heinonen and Strandvik, 2007 10 ; Xu, 2006 11 ), that is, its usefulness and/or pleasantness, and the ability to accomplish the promotional functions, or branding of the product 5 wAtson, r. t., Pitt, l. f., berthon, P. and zinkhAn, G. m. (2002) (Rau et al, 2011 12 ;Drossos, Giaglis and Lekakos, 2007 13 ;Yunos, Zeyu, and Shim, 2003 14 ) provided they are addressed to targets that accept mobile technology as a means of advertising and that prior consent for advertising reception about a product or brand has been given (Ran, 15 ; Zhang and Mao, 2008 16 ).…”

Section: Lluís Mas -Fernando Morales -Judit Castellà-mate Rational Vsmentioning

confidence: 99%

Contenido racional VS contenido emocional en la Publicidad a través del Móvil

2015

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Advertising tries to find its place in the new consumer-centered paradigm for media communication. Consumers no longer are a uniform group, passive and powerless. Mobile technology has set some specific conditions that determine this particular sender-receiver relationship. In this context, there is a need for evidence about the effectiveness of traditional advertising strategies in this rather new channel. This study explores the relationship between the relevance of rational or emotional mobile advertising contents and the product's target cognitive and affective attitude components. An experiment was carried out in which two types of short messages (rational/emotional) advertising an eBook were sent to two groups of participants, and questions about its content were asked through an online questionnaire. Participants had been previously screened according their new role in the communication process. Results indicate that the cognitive processing component is significantly better rated than the affective component. Thus the rational strategy is more effective than the emotional one when talking about mobile advertising. Keywords: Strategy, Mobile Advertising, Short Messages, Attitudes, Experimental. Rational VS Emotional Content in Mobile Advertising Contenido racional VS contenido emocional en la Publicidad a través del MóvilResumen La publicidad intenta encontrar su lugar en el nuevo paradigma comunicativo centrado en el consumidor. Este consumidor ha dejado de ser masivo, pasivo y sin poder. La tecnología móvil ha establecido unos condicionantes específicos que determinan una relación muy particular entre emisor y receptor. En este contexto, se precisan evidencias sobre la eficacia de las tradicionales estrategias de la publicidad en este nuevo medio. Este estudio explora la relación entre la relevancia de los contenidos racionales o emocionales en la publicidad a través del móvil y su correlación con los componentes cognitivos y actitudinales del target. Se llevó a cabo un experimento en el que dos tipos de mensajes (racional/emocional) publicitando un eBook fueron enviados a dos grupos de sujetos, a los que se les preguntó sobre su contenido mediante un cuestionario online. Los sujetos habían sido filtrados anteriormente de acuerdo a su nuevo rol en el proceso comunicativo. Los resultados indican que el componente de procesamiento cognitivo es puntuado significativamente mejor que el componente afectivo. Por lo tanto, la estrategia racional es más efectiva que la emocional en la publicidad móvil.

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“…Research efforts have been invested in understanding the structure of texting language (Aw et al, 2006), (Acharyya et al, 2008). Adoption of mobile phones for content delivery has been studied in Priporas and Mylona (2008), Sun et al (2009), Patrick (2011) and Chong et al (2011). Specific studies related to adoption of mobile phones for healthcare related services can be found in Tounsi (2008) and Lin (2011).…”

Section: Prior Workmentioning

confidence: 99%

A text based drug query system for mobile phones

Langer

Banga

Mittal

et al. 2014

IJMC

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Dissemination of medical information using mobile phones is still in a nascent stage because of their limited features-lack of penetration of mobile internet, small screen size etc. We present the design of a drug QA system that could be used for providing information about medicines over short message service (SMS). We begin with a survey of the drug information domain and classify the drug related queries into a set of predefined classes. Our system cleansing of millions of data records. He co-founded the AND (Analytics for Noisy Unstructured Text Data) workshop series and also co-chaired the first four workshops, 2007-2010. He was guest co-editor of two special issues on Noisy Text Analytics in the International Journal of Document Analysis and Recognition in 2007 and 2009. Parikshit Sondhi received an Integrated Dual Degree (BS + MS) in Computer Science from Indian Institute of Technology Roorkee, India, in 2008. He is currently a Computer Science PhD candidate at the University of Illinois Urbana Champaign. His research interests include information retrieval and mining applications in the biomedical domain. This paper is a revised and expanded version of a paper entitled 'Mobile medicine: providing drug related information through natural language queries via SMS' presented at

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Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers

Cited by 23 publications

References 20 publications

Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

Contenido racional VS contenido emocional en la Publicidad a través del Móvil

A text based drug query system for mobile phones

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