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User Acceptance of SMS-based MobileAdvertising Campaigns
Philipp Heim/Eva Walter / Thomas Reutterer
PLS09
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Background & Motivation
Objectives of our Study
Prior Research
Research Framework and Hypotheses
Empirical Study and Methodology
Results, Implications, Limitations & furtherResearch
Outline
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Background & Motivation
Mobile cellular subscribers per 100 residents in Europe
Source: DESTATIS 2009
0
20
40
60
80
100
120
140
160
2006
1996
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Background & Motivation
Worldwide
4 billion mobile cellular subscribers at the end of 2008
2000 mobile penetration only 12 per cent, 2008 about 61 per cent
Consumers information overload Loss of efficiency of conventional advertising media
Source: Acharya,Sanjay(ITUWorld Telecommunication,Sept.2008)
Great potential for use within personalised
one-to-one marketing campaigns
e.g. via SMS
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Objectives of our Study
Primary goals:
To empirically evaluate the potential influencing factors
on consumers acceptance and attitudes towards
SMS-based advertising in a specific advertising campaign
To test the impact of different text layouts on the recipients
perceptions of SMS-advertising
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Prior Research
Research in this area seems to be at a relatively early stage(Barnes/Scornavacca 2004; Tanakinjal et al. 2007; Mort/Drennan 2002)
Relatively large number of studies focusing on the acceptance of
mobile advertising (Haghirian/Madlberger 2005, Tsang et al. 2004, Bauer et al.2004)
Prior research revealed negative attitudes towards mobileadvertising in general.
Problem:
Rather general, context independent notion of mobile advertising
Focus on young target audiences
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Prior Research
Conceptual framework
Technology Acceptance Model (Davis 1989)
Theory of reasoned Action (Fishbein/Ajzen 1975)
Theory of planned Behaviour (Ajzen 1991)
Some other empirically tested constructs
Advertising value (Ducoffe 1995)
Credibility (Brackett/Carr 2001; Tsang et al. 2004) Entertainment/Informativeness/Irritation/Permission (Tsang et al. 2004;
Haghirian/Madlberger 2005)
Personal Innovativeness (Agarwal/Prasad 1998)
Relevance (Barnes&Scornavacca 2004; Tanakinjal et al. 2007)
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Research Framework and Hypotheses
H1a+
Perceived advertising value (ADV) triggers attitude towards the ad (ATT)which has a positive impact on purchase intention (INT)
ENT
INF
IRR
CRE
ADV ATT INT
PERM
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REL
AGE EDUSEX
PI
H1b+H2a
+
H2b+
H3-
H4+
H5a+
H5b+
H8+
H9+
H10+
H11+
H12+
H6+
H7+
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Empirical study and methodology
In contrast to previous contributions a specific SMS campaign wasconducted in cooperation with a Do-It-Yourself (DIY) retailer in July 2007
2,150 members of the retailers loyalty program received the SMSannouncing a 20 per cent discount for a specific item
Only members, who had bought the product advertised or a similar product
The item was not featured in any other ad and sold at the regular shelf priceduring the experimentation period
Within 3-4 days the members were contacted at their mobile phone
369 consumers were willing to participate
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Results
.306*
.467*.094*
.079*
.271*
.058
.369* .889*
.192*.010
ADV ATT INT confirmed, ENT strongly affects ADV/ATTAd needs to be relevant (REL) and based on permission (PERM)
ENT
INF
IRR
CRE
ADV.856
ATT.919
INT.790
PERM
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REL
AGE EDUSEX
PI
-.010 -.001 .003
.139*
.057
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Results
Experimental Design
2 text versions: 1 Neutral, 1 Inviting (emphasis on the price-discount)
2 structurally similar sub-samples
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Implication
Entertainment and Relevance are of major importance forpositive evaluation and acceptance of a mobile advertisingcampaign
Informativeness and Credibility turned out to be ofsubordinate importance
Irritation seems to be low, which could be an indication thatconsumers are aware of their given permission, but clearinstruction is essential
Daily use of mobile phone affects personal innovativeness
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Limitations & further research
Generalisability:
Promoted product was not necessarily representative for DIYRetailer (low-interest, low price)
So, motivation to visit the store can be expected to be rather lowas relevance has a strong impact
Further investigation of behavioural consequences of theperceptual measures (instead of self-reported behaviour)
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Thank you for your attention!
Source: Cathy Wilcox@ Heim/Walter/Reutterer - 12
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Appendix
SEITE 15Fuzeile
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Appendix
ENTI feel that receiving SMS advertisements from XY is pleasing unpleasing. (Tsang/Ho/Liang 2004)
IRRSMS advertising is annoying (Haghirian/Madlberger 2006)
INFSMS advertising is informative (Ducoffe 1996)
CRESMS advertising is credible (Brackett/Carr 2001)
RELPlease evaluate the product offered: beneficial- not beneficial,needed not needed, essential unessential (Jain/Srinivasan1990)
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Appendix
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Formula used to calculate the between group differences in the
structural:
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Appendix
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Results of the Sobel-Test:
Source: Chin 200
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Advertising Impact
Attention Interest Desire Action
ReceiptRead/
RecollectionIntention Purchase
Empirical study and methodology
84%
71%
69%
24%
0% 20% 40% 60% 80% 100%
Receipt
Read
Recollection
Intention/
Purchase
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Background & Motivation
Mobile phone usage in Austria in 2008
Nine out of ten persons use a mobile phone
In 2002 -> 69 per cent of households with mobile phone(s)
In 2008 -> 93 per cent
Source: Statistik Austria ICT usage 2008@ Heim/Walter/Reutterer- 1
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Empirical study and methodology
5-point rating scales were employed (based on previous studies)
Stone-Geisser test of predictive relevanceADV Q = 0.747; ATT Q = ,831; INT Q = ,377; recommended > 0
For cross-validated redundancy
f > .35 = large effect; > .15 = medium; ~ .02 = small; referring to Cohen 1988
on ADV f
ENT .371
INF .037
IRR .016
REL .162
CRE .002
on ATT f
ENT .171
ADV .245
PERM .073
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68 per cent male / 32 per cent female
Age distribution:
Empirical study and methodology
1.90%
4.60%
7.60%
14.10%
17.30%
11.10% 11.10%
14.90%
7.30%
8.90%
1.20%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
20-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 > 65 k.A.
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