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Permission-based mobile advertising
Abstract
This article reports the results of a study of permission-based advertising via mobile phones. The study, part of the proof of concept for a UK startup, specifically explored the effectiveness of SMS text messaging as an advertising medium for reaching young adults. The results suggest that, with the right execution, the mobile channel has the potential to benefit both advertisers and consumers. The findings also include some suggestions about when and how to use this emerging new medium. Although confined to SMS text messaging in the UK, the results are also likely to be relevant to other countries, and to more advanced mobile communication technologies as these are rolled out.
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Citations
Cited by
Awad, N. F., & Krishnan, M. S. (2006) · MIS Quarterly · doi:10.2307/25148715 · Cited by 1,252
Xu, H., Luo, X. (., Carroll, J. M., & Rosson, M. B. (2011) · Decision Support Systems · doi:10.1016/j.dss.2010.11.017 · Cited by 708
Social Media Mining: An Introduction
Zafarani, R., Abbasi, M. A., & Liu, H. (2014) · Cambridge University Press eBooks · doi:10.1017/cbo9781139088510 · Cited by 592
Mobile marketing: A synthesis and prognosis
Shankar, V., & Balasubramanian, S. (2009) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2009.02.002 · Cited by 484
Personalized mobile marketing strategies
Tong, S., Luo, X., & Xu, B. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00693-3 · Cited by 322
Metadata
- Authors
- Barwise, P., & Strong, C.
- Venue
- Journal of Interactive Marketing
- Publisher
- SAGE Publications
- Published
- 2002-02
- Volume
- 16
- Issue
- 1
- Pages
- 14-24
- ISSN
- 1094-9968 (ISSN-L)
- 1520-6653
- OpenAlex
- W2051866089
- Cited by
- 594
- References
- 0
- FWCI
- 65.04
- Type
- journal article
- Language
- en
- Open access
- closed
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- Barwise, P., & Strong, C. (2002). Permission-based mobile advertising. Journal of Interactive Marketing. https://doi.org/10.1002/dir.10000
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
