Abstract
The development of internet-based mobile electronic commerce (mcommerce) has been slow, but commercial applications for text messages have developed rapidly. This paper explores the role of SMS or text message advertising. Although SMS advertising is strictly a form of telemarketing, it shares features with e-mail marketing and mcommerce. An analysis of 26 text marketing campaigns (5,401 respondents) demonstrates the surprising effectiveness of this new form of telemarketing. SMS advertising is effective, both as a branding vehicle and in stimulating response; this was demonstrated by significant improvements in brand attitude and purchase intentions.
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