Abstract
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 language | English |
|---|---|
| Pages (from-to) | 208-222 |
| Number of pages | 14 |
| Journal | Revista GEMInIS |
| Volume | 2 |
| Issue number | 1 |
| Publication status | Published - 2011 |
Keywords
- m-marketing
- mobile phone
- marketing
- communication
- sms