SMS: still an effective mobile marketing strategy

    Research output: Contribution to journalArticlepeer-review


    The mobile phone has become more than just a personal tool to talk to families and acquaintances. It has now become an assistant of daily life. With increasingly diversified mobile applications, the mobile phone has become a powerful communication medium. This paper examines the nature of mobile communication, the use of one mobile application, the SMS (Short Message Service), in marketing communication and discusses which different factors are important in order to design SMS messages to increase interest and responses from recipients thus enhancing the effectiveness of an SMS campaign
    Original languageEnglish
    Pages (from-to)208-222
    Number of pages14
    JournalRevista GEMInIS
    Issue number1
    Publication statusPublished - 2011


    • m-marketing
    • mobile phone
    • marketing
    • communication
    • sms


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