Title:
Mobile Marketing and Consumer Understanding: A Pilot Study
Abstract: The aim of this paper is to explore consumer attitude
toward mobile marketing, and more precisely toward SMS marketing messages.
An exploratory study has been conducted with 136 phone users. The study examines
their use of mobile phone as well as their acceptance of the SMS tool (a
transposition of the Technology Acceptance Model) and tries to assess whether
there exists a saturation point above which SMS marketing would be non-efficient
and even counter-productive.
Authors: Claire Gauzente, Ashok Ranchhod,
Calin Gurau