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Predicting mobile promotion response behaviour: a mathematical modelling approach

The paper attempts to build a mathematical model for predicting mobile promotion response behaviour of users towards promotional Short Messaging Services (SMS). The conceptual model has been assumed to predict the response behaviour towards useful to not useful information. The conceptual model has been converted into a mathematical model and empirically tested through fuzzification process. The results show that: 1) the users ignore the promotional SMS irrespective of useful to not useful information; 2) the model shows the cyclical response behaviour of users towards promotional SMS in the short to long run.