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

TY - JOUR

T1 - What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

AU - Okazaki, Shintaro

AU - Taylor, Charles R.

PY - 2008

Y1 - 2008

N2 - 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.

AB - 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.

KW - SMS

KW - Mobile phone

KW - Mobile advertising

KW - Mobile marketing

KW - Marketing

KW - Japan

U2 - 10.1016/j.jbusres.2006.05.003

DO - 10.1016/j.jbusres.2006.05.003

M3 - Article

SN - 0148-2963

SP - 4

EP - 12

JO - Journal of Business Research

JF - Journal of Business Research

ER -