Dimitris Drossos

Mobile Permission Marketing: Framing the Market Inquiry

The emergence of a mobile data infrastructure interconnected with the Internet and television marks the advent of a new marketing channel based on mobile messaging and complementary to traditional marketing channels and the Internet. Mobile marketing test drives are proliferating around the world, with the United Kingdom as the laboratory of innovation. Powerful brand names are involved. Technologies and business models are assessed through experimental campaigns and user-attitude studies. This article frames the ongoing inquiry on mobile marketing through an overview of the novel marketing channel and proposes a brief analysis of the emerging industry structure, followed by a discussion of the split of resources between incumbents and new entrants (i.e., entrepreneurial mobile marketing companies) and their effective competitive positioning.

Determinants of Effective SMS Advertising: An Experimental Study

ABSTRACT Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobile advertising little is known regarding the effectiveness of SMS advertising and the factors contributing to its success. This research investigates the significance of a number of factors associated with SMS advertising effectiveness through an experimental study. The findings indicate that incentive, interactivity, appeal, product involvement, and attitude toward SMS advertising in general directly influence attitude toward the advertisement, attitude toward the brand, and purchase intention. The results of the study suggest that a stronger focus on these factors is necessary to improve the effectiveness of SMS advertising campaigns.

Mobile Advertising Effectiveness: an Exploratory Study

Mobile advertising is one of the most popular applications of mobile commerce, particularly in the form of SMS advertising. However, little is known regarding the effectiveness of such campaigns and the factors contributing to their success. In this paper we aim at identifying factors that influence the effectiveness of a mobile messaging advertising campaign. We draw on established knowledge from traditional advertising, which is adjusted to the principles of the mobile medium and combined with a number of mobile channel-specific attributes. A survey amongst advertising experts (N=90) is then used to investigate the significance of each variable. Through exploratory factor analysis, we postulate four categories of mobile messaging advertising effectiveness factors (campaign strategy, source, targeting, and creative development). Each factor consists of a number of variables, which are collectively hypothesized to impact the effectiveness of a mobile messaging advertising campaign.

Affective and social determinants of mobile data services adoption

Technology acceptance theories predict user intentions to use services tailored for organisational needs. However, in this paper, we postulate that the aforementioned theories do not apply when investigating intentions towards the use of mobile data services (MDS), as the latter encompasses supplementary characteristics, such as fun and enjoyment, which are not taken into account under available models of user acceptance. The incorporation of the affective dimension is proposed by reintroducing the Triandis theory of human behaviour to the MDS domain. A web-based survey (N = 219) was conducted to investigate our research hypotheses and validate our model of MDS usage intention. Results showed that the MDS usage intention can be predicted by cognitive and affective factors under the lens of social influences. Additionally, the main antecedents of MDS actual use are perceived usefulness, perceived value and intention to use MDS.

Consumer Responses to SMS Advertising: Antecedents and Consequences

Mobile phone advertisements, in the form of text messages (SMS), have been recognized as an important form of product promotion. The purpose of this paper is to investigate factors influencing the effectiveness of SMS advertising by using a hierarchy of effects approach. We employ a simulated experiment with 736 respondents to examine how consumers react to SMS advertisements and identify factors that influence their attitude towards the ad (Aad), attitude towards the brand (Ab), and purchase intention (PI). Perceived ad credibility, attitude towards mobile advertising, message appeal, argument quality, incentive, product involvement and interactivity were found to be antecedents of Aad. Moreover, there is a clear link between attitude and behavioral intention. The study is amongst the first to provide an experimental-based assessment and a unified model linking consumer attitudes towards mobile text ads with brand attitudes and purchase intentions.

Factors that influence the effectiveness of mobile advertising: the case of SMS

Mobile advertising takes the case of one-to-one marketing one step further, since it allows companies to send personalized offers regardless of time and space boundaries. By employing all the characteristics of one-to-one marketing and augmenting them with features such as location awareness, ubiquitous customer reach, direct response and time independence, mobile advertising is emerging as a promising advertising channel. However, little is known regarding the factors that may influence the effectiveness of a mobile advertising campaign. In this paper we attempt to identify such factors in the field of SMS advertising through an empirical survey of advertisers. Factor analysis is employed for model generation and the outcome provides four main categories that may impact the effectiveness of the SMS advertising communication: campaign strategy, targeting, creative development, and source.

Advertising on the internet: perceptions of advertising agencies and marketing managers

While a significant number of companies have invested in internet advertising and clearly digital media continue to grow in popularity, a significant segment of organisations is still uncertain about internet advertising efficiency. The purpose of this study is to gain insights into the perceptions of both advertised firms and advertising agencies of the internet as an advertising medium in order to identify the factors that inhibit or reinforce the integration of the new medium into their strategies and to identify future trends. One hundred and 24 managers participated in this study and their responses indicate that currently internet advertising is perceived as a questionable and ineffective marketing channel. However, in the short run, marketers and agencies are willing to exploit the benefits of internet advertising.

Mobile Advertising: Product Involvement and Its Effect on Intention to Purchase

Involvement with advertising, purchasing decisions and products has been a main topic for research and discussion for decades. Product involvement, especially, has attracted researchers’ attention and has been studied under various conditions and frameworks. This study focuses on the mobile advertising channel and addresses the dimensionality of product involvement construct and the effect of involvement on consumers’ purchase intentions (PI). Based on the FCB grid assumption and via a simulated experiment this paper supports the premise that cognitive and affective product involvement are distinct constructs and involvement with the product category has significant direct on the dependent variable. In addition, the involvement – PI relationship is moderated by impulsive buying trait tendency. The results of this study can stimulate further research on mobile advertising.

An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising

Mobile advertising has emerged as one of the most popular applications in mobile commerce, particularly in the form of SMS advertising campaigns. However, looking at the process of mobile advertising scientific inquiry, one observes that little is known regarding the effectiveness of an SMS advertisement and the factors contributing to its success. This research investigates the significance of such factors via an experimental method based on a student sample. Several content and medium factors were manipulated and the key finding is that (1) incentive, (2) interactivity, (3) appeal, (4) product involvement, (5) acronyms usage and (6) attitude towards SMS advertising in general, exhibit main effects on attitudinal variables and purchase intentions

Buying Behavior on Daily-Deal Sites: The Role of Face Value, Product Involvement, Information, and Website Quality

The aim of this research is to identify factors that may have an effect on e-voucher sales, in the context of daily-deal sites. While previous research has focused on purchase intentions as the dependent variable and on fictitious coupons and/or brands, this article extends previous work by investigating what actually impacts vouchers sales, using real voucher data, as basic research units of analysis. Using content analysis, researchers analyzed 596 vouchers from different daily-deal websites. Taking the inherent capability of Bayesian Networks for reasoning under conditions of uncertainty into account, a series of learning and simulation processes reveal the influential degree that website and information quality, face value, and product involvement exert on vouchers sales. The results of the study provide management with specific guidelines for setting the right prices in vouchers and designing effective promotional messages.