Title: SMS-marketing: a study of consumer saturation using an extended TAM approach

Authors: Claire Gauzente, Ashok Ranchhod, Calin Gurau

Addresses: GRANEM – Faculte de Droit, Economie, Gestion, University of Angers, 13 allee F. Mitterrand, 49000 Angers, France. ' Southampton Business School, Solent University, East Park Terrace, Southampton, Hampshire, SO14 0RH, UK. ' GSCM – Montpellier Business School, 2300 Avenue des Moulins, 34185 Montpellier Cedex 4, France

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.

Keywords: SMS marketing messages; short message service; mobile marketing; consumer perception; saturation; technology acceptance model; TAM; consumer attitudes; m-marketing; gender; mobile phones; cell phones; mobile communications.

DOI: 10.1504/IJEB.2008.019108

International Journal of Electronic Business, 2008 Vol.6 No.3, pp.282 - 297

Published online: 29 Jun 2008 *

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