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

Claire Gauzente; Ashok Ranchhold; Calin Gurau

doi:10.1504/IJEB.2008.019108

Article dans une revue

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

Claire Gauzente ¹ Ashok Ranchhold Calin Gurau ^{2, 3, 4}

1 GRANEM - Groupe de Recherche Angevin en Economie et Management

2 MRM - Montpellier Research in Management

3 Montpellier Business School

4 UM - Université de Montpellier

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 : Cell Consumer gender m-marketing mobile saturation short SMS TAM technology

Type de document :

Article dans une revue

Domaine :

Sciences de l'Homme et Société

Liste complète des métadonnées

https://hal.univ-angers.fr/hal-03016256
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Soumis le : vendredi 20 novembre 2020 - 12:16:54
Dernière modification le : mercredi 6 avril 2022 - 16:08:18

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