Title: Factors affecting the impact of text message advertising

Authors: Christos Livas; Apostolos Skotis

Addresses: Department of Business Administration, University of Patras, University Campus 26504 Rio, Achaia, Greece ' Department of Business Administration, University of Piraeus, 80 Karaoli & Dimitriou St. 18534, Piraeus, Greece

Abstract: The ubiquity of mobile devices has given rise to numerous interactive marketing tactics, many of which involve the delivery of written text. Due to the paucity of studies assessing the effectiveness of mobile marketing communications, the present research aims at identifying factors affecting a text message's (or short message service - SMS) advertising impact. An investigation of 139 campaigns launched by eight leading multinational brands operating in the Greek cosmetics industry demonstrated that the introduction of targeted and shorter campaigns during seasonal sales, as well as the conveyance of emotional and rarity appeals, enhance purchase rate and sales impact. The results indicate that text message advertising should be geared towards particular marketing objectives. Its impact is enhanced by identification of contextual opportunities and adaptation of message content to consumers' buying situations. Overall, with use of data from marketing practice, the present study contributes to improved campaign planning and execution.

Keywords: mobile phones; mobile advertising; short message service; SMS; text message advertising; mobile promotions; campaign characteristics; message appeals; message adaptation; impact; effectiveness; multiple correspondence analysis; MCA.

DOI: 10.1504/IJIMA.2022.122240

International Journal of Internet Marketing and Advertising, 2022 Vol.16 No.3, pp.230 - 256

Received: 02 Mar 2020
Accepted: 08 Jul 2020
Published online: 14 Apr 2022 *

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