Abstract
With the explosion of the mobile web, companies and brands are relying more and more on inbound marketing, focusing on generating dialogues and providing customers with more relevant and customized ad content. Interruptions, which were often used as attention-grabbing tactics, seem to be obsolete with rising privacy concerns. However, in this era of permission and relevance-based marketing, the authors conducted an SMS marketing field experiment with fast food brands to demonstrate how message design and targeting can drive interruptions via mobile devices to generate more awareness, redemptions and future purchase intentions of the brand.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Direct, Data and Digital Marketing Practice
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
