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Consumer behaviour in the context of SMS-based marketing
Shareef, M.A. Dwivedi, Y.K. Rana, Nripendra P.
Shareef, M.A.
Dwivedi, Y.K.
Rana, Nripendra P.
Publication Date
2015
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© (2015) Westburn Publishers Ltd. This is a post-editorial-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, Vol 15, Summer, No.2, pp.135-160, doi: https://doi.org/10.1362/146934715X14373846573540
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
17/03/2015
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Abstract
Given the potential benefits such as time and location-based advertisements, the scope of interactivity and customisation through one-to-one target marketing, SMS-based (Short Messaging Service) advertisement, is now being considered as an important alternative marketing channel. This has raised a real challenge for marketers to harness the potential of this alternative channel by overcoming several limiting issues such as security, privacy, authenticity, and irritation of unknown senders. The main objective of this study is to identify and review relevant research issues faced by wireless marketing (particularly via SMS-based advertisement) as an aide to identify potential research gaps and for developing future guiding principles. The review and analysis of literature suggest that there is scope of undertaking further research on issues related to different cultures reflecting ubiquitous traits of mobile phone, SMS advertisement, market segmentation, location and time sensitive delivery, content and context of advertisement, language and appropriate delivery.
Version
Accepted manuscript
Citation
Shareef MA, Dwivedi YK and Rana NP (2015) Consumer behaviour in the context of SMS-based marketing. The Marketing Review. 15(2): 135-160.
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Article