Authors
Astrid Dickinger, Parissa Haghirian, Jamie Murphy, Arno Scharl
Publication date
2004/1/5
Conference
37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the
Pages
10 pp.
Publisher
IEEE
Description
Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.
Total citations
Scholar articles
A Dickinger, P Haghirian, J Murphy, A Scharl - 37th Annual Hawaii International Conference on …, 2004