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| Author: | Nantel, J. Sekhavat, Y. |
| Title: | The impact of SMS advertising on members of a virtual community |
| Journal: | Journal of Advertising Research
2008 : SEP, VOL 48:3 p.363-374 |
| Index terms: | electronic commerce mobile commerce telecommunication virtual reality languages advertising effectiveness |
| Freeterms: | SMS |
| Language: | eng |
| Abstract: | The study investigates the influence of language and spokesperson on the effectiveness of SMS advertising. The survey was made by recruiting participants from virtual community. Participants were asked to evaluate the impact of an SMS message on attitudes and purchase intentions. The findings recommend not using SMS language in every situation what is against mainstream behaviour. Only known and credible companies are able to use shortened SMS language. The prerequisite to use SMS language is to have a clear and sober content with a conventional language. |
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