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Text message advertising: dramatic effect on purchase intentions

Although the development of Internet-based m-commerce has been disappointing, commercial applications for text messages have developed rapidly. This paper explores the role of SMS or text message advertising. Although SMS advertising is strictly a form of telemarketing, it shares features with email marketing and m-commerce. An analysis of 26 text marketing campaigns (5401 respondents) demonstrates the surprising effectiveness of this new form of telemarketing. SMS advertising is effective, both in stimulating response and as a branding vehicle, as demonstrated by significant improvements in brand attitude and purchase intentions.