Indexing
All Issues
Submission
Author Guidelines
Reviewers
Editorial Members
Publication Fee
Vol.2 , No. 2, Publication Date: Aug. 22, 2015, Page: 19-26
 seems to be a more attractive way for communication between young people. Some companies think that SMS could also be important way for advertising their products and services. The purpose of this study is to investigate the attitudes of undergraduate university students regarding the use of SMS for advertising and marketing purposes in Greece. Data was collected through open and semi-structured interviews of 40 university students. The results showed to the researcher that students use SMS for their everyday communication but they are sceptical about the use of SMS as an advertising tool even though they believe that is a promising way of advertising.&picture=http://www.aascit.org/aascit/decorators/img/journal/914.jpg)
| [1] | Mylona Ifigeneia, Department of Communications and Digital Media, Tei of Western Makedonia Vizandio, Thessaloniki, Greece. |
Short Message Service (SMS) seems to be a more attractive way for communication between young people. Some companies think that SMS could also be important way for advertising their products and services. The purpose of this study is to investigate the attitudes of undergraduate university students regarding the use of SMS for advertising and marketing purposes in Greece. Data was collected through open and semi-structured interviews of 40 university students. The results showed to the researcher that students use SMS for their everyday communication but they are sceptical about the use of SMS as an advertising tool even though they believe that is a promising way of advertising.
Keywords
Communication, Mobile Services, Mobile Telephony, Short Message Service, Sms, Advertising, Marketing
Reference
| [01] | Aalto, L., Göthlin, N., Korhonen, J., & Ojala, T. (2004). “Bluetooth and WAP Push Based Location-aware Mobile Advertising System”. Proceedings of Second International Conference on Mobile Systems, Applications and Services, Bostonm 2004 |
| [02] | Ahonen, T. (2007), “Putting 2.7 Billion in Context: Mobile Phone Users. In “Communities dominate brands: Business and marketing challenges for the 21st century”, by Ahonen, T., and Moore, A., in http://communities-dominate.blogs.com/ brands/2007/01/putting_27_bill.html (accessed 10 July 2009) |
| [03] | Barnes, S.J, (2003), “Wireless digital advertising: nature and implications”, International Journal of Advertising, Vol 21, No. 3, pp. 399-420. |
| [04] | Bosilj, N., Bubaš, G., Vrček, N., (2009), “User Experience with Advertising over Mobile Phone: A Pilot Study”, Proceedings of INFuture2009: Digital Resources and Knowledge Sharing, in infoz.ffzg.hr/INFuture/2009/.../7-04%2... (accessed in 10 July 2011) |
| [05] | Boyce, C. and Naele, C. (2006), Conducting in-depth interviews: A Guide for Designing and Conducting In-Depth Interviews for Evolution Input, London, Pathfinder International Tools Series II. |
| [06] | Brown, M. (2006), Mobile Marketing: Making a good Connection. Mobile Marketing Magazine. [Online] Available: http://www.mobilemarketingmagazine.co.uk/2006/09/making_a_good_c.html (accessed 6 December 2006) |
| [07] | Bryman, A., (1984), “The Debate about Qualitative and Quantitative Research: A Question of Method or Epistemology?” The British Journal of Sociology, Vol.35, pp.75-92. |
| [08] | Carroll, A., Barnes, S., Scornavacca, E. & Fletcher, K. (2007) “Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand”, Marketing Communications, Vol 26. No. 1, pp. 79-98 |
| [09] | Clarke,. I. (2001), “Emerging value propositions for m-commerce”, Journal of Business Strategy, Vol. 18 No.2, pp.133-148 |
| [10] | CTIA (Cellular Telecommunications & Internet Association) (2009). CTIA–The Wireless Association Announces Semi-Annual Wireless Industry Survey Results. available at: http://ctia.org/media/press/ body.cfm/prid/1870 (accessed 13 August 2010). Chowdhury, H. K., Parvin,N., Weitenberner, C., Becker, N. (2006). “Consumer Attitude Towards Mobile Advertising in an Emerging Market: An Empirical Study”, International Journal of Mobile Marketing, Vol. 1 Issue 2, 2006, pp. 33-41 |
| [11] | Denzin, N.K. & Lincoln, Y.S., (1994), "Introduction: Entering the field of qualitative research." In NK |
| [12] | Denzin and YS Lincoln (Eds.) Handbook of Qualitative Research, Thousand Oaks: Sage Publications, p.117 |
| [13] | Dickinger, A., Haghirian, P., Murphy, J., and Scharl, A., (2004), “An investigation and conceptual model of SMS marketing”, Proceedings of the Thirty Seventh Hawaii International Conference of System Sciences, Hawaii, pp.1-10. |
| [14] | Du Plessis, F., Bothma, N, Jordaan Y, and Van Heerden, N., (2003), Integrated marketing communication, Claremont: New Africa Books. |
| [15] | Gomam-Kinsey, C. (2006). “Communicating for a new age” Strategic Communication Management, Vol.10, no.5, pp.8-9. |
| [16] | ITU, (2002), World Telecommunication Development Report: Reinventing Telecoms in http://www.itu.int/ITU-D/ict/publications/wtdr_02/material/WTDR02-Sum_E.pdf (accessed 27 December 2011) |
| [17] | Kavassalis, P., Spyropoulou, N., Drossos, D., Mitrokostas, E., Gikas, G., & Hatzistamatiou, A., (2003), ”Mobile Permission Marketing: Framing the Market Inquiry’, International Journal of Electronic Commerce, Vol.8, No.1, pp.55-79. |
| [18] | Klimsa, P., Colona G.C, Ispandriarno, L., Sasinska-Klas, Nicola T., and Hellwig, D.K, (2006). “Generation SMS. An empirical, 4-country study carried out in Germany, Poland, Peru, and Indonesia”, TU Ilmenau, Institut für Medien- und Kommunikationswissenschaft. |
| [19] | Leung L. (2007), “Unwillingness-to-communicate and college students’ motives in SMS mobile messaging”, Telematics and Informatics, Vol.24, pp.115–129 |
| [20] | Li, K and Du, M. (2012), “Building a targeted mobile advertising system for location-based services”, Decision Support Systems, Vol.54, pp. 1–8 |
| [21] | Lin et al, (2013). “Mobilizing Timely Location-Based Advertising: A Study of Effectiveness on Persuasion”, Australian Journal of Business and Management Research, Vol. 3 No. 6 2013 |
| [22] | Lovitskii, V., McCaffery, C., Thrasher, M., Traynor, D., and Wright, P., (2009), “Mobile Search and Advertising”, International Journal Information Technologies & Knowledge, Vol.3, pp.290-300 |
| [23] | Michael A., and Salter, B., (2012), Mobile Marketing, UK: Butterworth- Heinemann |
| [24] | Muk A. and Chung, C. (2015), Applying the technology acceptance model in a two-country study of SMS advertising, Journal of Business Research, Vol. 68, No 1, pp. 1–6 |
| [25] | Muk, A. (2007), “Consumers’ intentions to opt in to SMS advertising A cross-national study of young Americans and Koreans,” International Journal of Advertising: The Review of Marketing Communications, Vol 26, No 2, pp. 177-198 |
| [26] | Myerson, G., (2001), Heidegger, Habermas and the mobile phone, UK, Icon Books. |
| [27] | Mylona, I., Papadaki, E., (2007), “Research through Internet. A new way in the field of communication research?,” Cyprus Journal of Sciences, Vol.5, pp.127-137 |
| [28] | Mylona, I,. (2005), ‘SMS in the everyday political marketing in Greece’, Proceedings of International Conference of Political Marketing, Department of Public Relation and Communication, Tei of Western Macedonia, Kastoria |
| [29] | Phau, I. And Teah M. (2009) "Young consumers' motives for using SMS and perceptions towards SMS advertising", Direct Marketing: An International Journal, Vol. 3, No 2, pp.97 – 108 |
| [30] | Priporas, C.V., Mylona, I., (2008), ‘Mobile services: Potentiality of SMS as new business communication tool in attracting consumers’ International Journal of Mobile Communications, Vol. 6, No.4, pp. 456-466. |
| [31] | Rashid, O., Coulton, P. and Edwards, R. (2005), “Implementing Location Based Information/Advertising for Existing Mobile Phone Users in Indoor/Urban Environments”, Proceedings of the International Conference on Mobile Business (ICMB’05), Sydney, Australia |
| [32] | Rettie, R. Brum, M (2001), “M-Commerce: The role of SMS Text Messages”, COTIM-2001 Proceedings From E-Commerce to M-Commerce, Kingston, RI: RITIM, University of Rhode Island. |
| [33] | Rettie, R. , Grandcolas, U. and Deakins, B. (2004), “Text message advertising: dramatic effect on purchase intentions,” Proceedings of Academy of Marketing Conference, Cheltenham, United Kingdom |
| [34] | Rettie R., Grandcolas, U., Deakins, B. (2005), “Text message advertising: Response rates and branding effects” Journal of Targeting, Measurement and Analysis for Marketing Vol. 13, No.4, pp.304–312 |
| [35] | Sadeh N. (2002), M-commerce: technologies, services, and business models, New York, Wiley. |
| [36] | Spurgeon, C., (2005), “Losers and Lovers: Mobile Phone Services Advertising and the New Media Consumer/Producer”, Journal of Interactive Advertising, Vol.5, No.2, pp. 47-55. |
| [37] | Strauss, A., and Corbin, J., (1998), Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory (2nd edition), Sage Publications, London |
| [38] | Tanakinjal, G.H., (2006), “Short Messaging Services (SMS) and Banking”, In: Otago Business PhD Colloquium, Otago, New Zealand, 8. http://eprints.otago.ac.nz/562/ (accessed 6 December 2011) |
| [39] | Tillema, T. et al (2010), “Face-to-face and electronic communications in maintaining social networks: the influence of geographical and relational distance and of information content”, New Media & Society, vol. 12, No. 6, pp.965-983 |
| [40] | Tsang, M. L., S. C. Ho, & T. P. Liang (2004), “Consumer attitudes toward mobile advertising: An empirical study”, International Journal of Electronic Commerce, Vol.8, No.3, pp.65-79. |
| [41] | Varnali, K., (2014), “SMS advertising: How message relevance is linked to the attitude toward the brand?”, Journal of Marketing Communications, Vol. 20, No. 5, pp 339-351 |
| [42] | Van der Waldt, DL..R., Rebello, T.M. and Brown, W.J. (2009), “Attitudes of young consumers towards SMS advertising” African Journal of Business Management, Vol.3 No.9, pp. 444-452 |
| [43] | Yunos, H., M., & Gao, J., (2004), Wireless advertising, in http://www.engr.sjsu.edu/ gaojerry/report/wireless-add-paper2.pdf, (accessed 10 February 2011) |
| [44] | Xu and Li, (2014). “Advertising in New Media Age: Exploring Adoption of Location- Based Mobile Application Advertising”, PACIS 2014 Proceedings, 2014 |
| [45] | Zabadi A., Shura, M., and Elsayed, E. (2012) “Consumer Attitudes toward SMS Advertising among Jordanian Users”, International Journal of Marketing Studies, Vol. 4, No. 1 pp. 77-94 |
| [46] | Zhang J. and Mao E., (2008) “Understanding the acceptance of mobile SMS advertising among young Chinese consumers”, Psychology & Marketing, Vol, 25, no8, pp.787-805 |
