Abstract

Purpose – Short Message Service (SMS) is an application that is widely used by all types of mobile telephone users. Integration of these short messages for marketing different products and services has become a common practice in e‐commerce. This study aims to look at how SMS‐based mobile alerts can be effectively implemented in libraries for successfully marketing the library services and providing value‐added services. This study seeks to follow‐up an original pilot project conducted by the University of Swaziland and Emerald Group Publishing on SMS‐based alert services for a smaller group of users on Emerald's Intouch platform. In this new study the authors aim to try the same project with a combination of multiple databases and a heterogeneous user groups on an independent platform.Design/methodology/approach – With the experiences gained from the UNISWA‐Emerald pilot project on SMS alerts a similar project with a wider scope was attempted at Bundelkhand University, Jhansi, India, where an attempt was...

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