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Published Articles >> Table of Contents >> Abstract
Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 1
p. 10031b
An Investigation and Conceptual Model of SMS Marketing
Astrid Dickinger, Vienna University of Economics & Business Administration
Parissa Haghirian, Vienna University of Economics & Business Administration
Jamie Murphy, University of Western Australia
Arno Scharl, University of Western Australia
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DOI Bookmark: http://doi.ieeecomputersociety.org/10.1109/HICSS.2004.1265096
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| Abstract |
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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 literature 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.
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Citation:
Astrid Dickinger, Parissa Haghirian, Jamie Murphy, Arno Scharl,
"An Investigation and Conceptual Model of SMS Marketing,"
hicss,
p. 10031b,
Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS'04) - Track 1,
2004
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