SMS advertising: How message relevance is linked to the attitude toward the brand?
Küçük Resim Yok
Tarih
2014
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Routledge
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed. © 2014 © 2012 Taylor & Francis.
Açıklama
Anahtar Kelimeler
Mobile Advertising, Mobile Consumer Behavior, Mobile Marketing, Sms Advertising
Kaynak
Journal of Marketing Communications
WoS Q Değeri
Scopus Q Değeri
Q1
Cilt
20
Sayı
5
