Content design of advertisement for consumer exposure: Mobile marketing through short messaging service

作者：

Highlights：

• The article attempted to examine the effects of promotional marketing through SMS.

• Identified and tested critical variables that influence reading the advertisement on the SMS.

• UTAUT2 was extended by integrating personalization, self-concept, and trust.

• Consumer segmentation and target marketing is the most effective way.

• Promotional marketing via SMS is valuable only for highly reputable vendors/retailers.

摘要

•The article attempted to examine the effects of promotional marketing through SMS.•Identified and tested critical variables that influence reading the advertisement on the SMS.•UTAUT2 was extended by integrating personalization, self-concept, and trust.•Consumer segmentation and target marketing is the most effective way.•Promotional marketing via SMS is valuable only for highly reputable vendors/retailers.

论文关键词：SMS,Consumer,Exposure,Promotional marketing,Advertisement,Mobile marketing

论文评审过程：Received 13 February 2017, Revised 21 February 2017, Accepted 22 February 2017, Available online 19 March 2017, Version of Record 19 March 2017.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2017.02.003