Diffusion and Success Factors of Mobile Marketing

Arno Scharl, A. Dickinger, Jamie Murphy

Research output: Contribution to journalArticle

233 Citations (Scopus)

Abstract

Mobile marketing offers direct communication with consumers, anytime and anyplace. This paper reviews mobile marketing and then investigates the most successful form of mobile communication, short message services ( SMS), via a quantitative content analysis of the Fortune Global 500 Web sites and qualitative interviews with European experts. The content analysis explores the diffusion of SMS technology and sheds light on mobile marketing campaigns of large multinational organizations. Combining a literature review with results from the qualitative survey leads to a conceptual model of successful SMS advertising. The paper closes with future research avenues for this emerging marketing tool. (c) 2004 Elsevier B.V. All rights reserved.
Original languageEnglish
Pages (from-to)159-173
JournalElectronic Commerce Research and Applications
Volume4
Issue number2
DOIs
Publication statusPublished - 2005

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Marketing
Communication
Websites
Success factors
Mobile marketing
Short message service
Content analysis
Multinational organizations
Conceptual model
Marketing tools
Web sites
Literature review
Mobile communication

Cite this

Scharl, Arno ; Dickinger, A. ; Murphy, Jamie. / Diffusion and Success Factors of Mobile Marketing. In: Electronic Commerce Research and Applications. 2005 ; Vol. 4, No. 2. pp. 159-173.
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Diffusion and Success Factors of Mobile Marketing. / Scharl, Arno; Dickinger, A.; Murphy, Jamie.

In: Electronic Commerce Research and Applications, Vol. 4, No. 2, 2005, p. 159-173.

Research output: Contribution to journalArticle

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