SMS-marketing: a study of consumer saturation using an extended TAM approach
by Claire Gauzente, Ashok Ranchhod, Calin Gurau
International Journal of Electronic Business (IJEB), Vol. 6, No. 3, 2008

Abstract: This paper's aim is to explore consumers' attitudes towards SMS marketing messages. An exploratory study has been conducted with 136 phone users. Specifically, the study tries to assess whether a saturation point is reached above which SMS marketing would be non-efficient and even counter-productive. The results indicate that the gender of respondents, the frequency of use and the length of use significantly influence the sender-specific saturation level, creating potential segmentation variables for mobile phone users.

Online publication date: Sun, 29-Jun-2008

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