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首页> 外文期刊>Journal of Business Research >What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets
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What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

机译：什么是短信广告，跨国公司为何采用它？来自欧洲市场的经验研究的答案

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摘要

This study examines the factors associated with the intention of multinational corporations operating in Europe to implement SMS advertising. It hypothesizes that managerial intentions to use this medium are related to the perceptions of four factors: (1) the ability to build brand image; (2) the ability to use location-based marketing; (3) the perceptions of how well consumers accept SMS advertising; and (4) the perceptions of the technological infrastructure. Results support the notion that managers from the European Union, Japan, and the United States will be more likely to adopt SMS advertising if they perceive it has the ability to help build the brand. They are also likely to perceive information security as a threat to the ability to "push" the product through the wireless channel. Results also suggest that managers give significant weight to the penetration of the technological infrastructure needed to run the ads through SMS-based messaging service.
机译：这项研究探讨了与在欧洲开展业务的跨国公司实施SMS广告的意图相关的因素。它假设使用这种媒介的管理意图与以下四个因素有关：（1）建立品牌形象的能力； （2）使用基于位置的营销的能力； （3）消费者对SMS广告接受程度的看法； （4）对技术基础设施的看法。结果支持这样的观点，即来自欧盟，日本和美国的经理们，如果他们认为SMS广告可以帮助建立品牌，则他们更有可能采用SMS广告。他们还可能将信息安全视为对通过无线信道“推送”产品的能力的威胁。结果还表明，经理们非常重视通过基于SMS的消息传递服务来运行广告所需的技术基础设施的渗透。

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