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Article dans une revue

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

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.

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Article dans une revue
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https://hal.univ-angers.fr/hal-03016256
Contributeur : Okina Université d'Angers <>
Soumis le : vendredi 20 novembre 2020 - 12:16:54
Dernière modification le : vendredi 12 février 2021 - 13:12:21

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Citation

Claire Gauzente, Ashok Ranchhold, Calin Gurau. SMS-marketing: a study of consumer saturation using an extended TAM approach. International Journal of Electronic Business, Inderscience, 2008, 6 (3), pp.282 - 297. ⟨10.1504/IJEB.2008.019108⟩. ⟨hal-03016256⟩

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