Networking

Consumers' Perception of the Effectiveness of Short Message Service (SMS) and Multimedia Message Service (MMS) as Marketing Tools

Date Added: Jun 2009
Format: PDF

Increased use of Short Message Service (SMS) and Multimedia Message Service (MMS) as marketing tools by several companies leads to an interesting question about their effectiveness. This study investigates the SMS/MMS marketing and the consumers' perception regarding these marketing tools. The authors proposed that demographics, relevance to advertisement, brand familiarity, and attitude toward SMS and MMS have significant effects on the consumers' response to the business SMS/MMS.