Mobile marketing: an approach on advertising by SMS

Authors

  • Alandey Severo Leite da Silva Universidade Federal do Cariri - UFC
  • Alexandre Rabelo Neto Universidade de Federal do Piauí - UFPI
  • Roger Augusto Luna Fundação Getúlio Vargas / FGV-EAESP
  • Gustavo Teotonio de Oliveira Cavalcante Universidade Estadual da Paraíba - UEPB
  • Alexandre Ramos de Moura Universidade Paulista - UNIP/CE

DOI:

https://doi.org/10.5902/1983465918134

Abstract

The increasing use of mobile devices is becoming most important to the execution of marketing actions through mobile systems. According to Ibope (2013), eMarketer estimates that global investment in mobile advertising will triple in 2015, which shows the growing importance of the mobile environment in the business world. This article aims to analyze the factors that influence the acceptance of advertising by SMS from students in public universities of Campina Grande/PB, using Marisavo et al. (2007)’s model. Based on said model, a questionnaire was developed, proposed and answered by 200 students of two public universities. The results showed that the factor that most influences positively the acceptance of advertising by SMS is the perception of control that consumers have about receiving this type of advertising.

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Author Biographies

Alandey Severo Leite da Silva, Universidade Federal do Cariri - UFC

Pesquisador em Tecnologias e Teologia

Professor Doutor em Administração de Empresas

Alexandre Rabelo Neto, Universidade de Federal do Piauí - UFPI

Pesquisador em Marketing

Professor Doutor em Administração de Empresas

Roger Augusto Luna, Fundação Getúlio Vargas / FGV-EAESP

Professor Pesquisador no Depto. POI - CeLog/FGV-EAESP, com foco em Gestão de Operações e Sustentabilidade

Gustavo Teotonio de Oliveira Cavalcante, Universidade Estadual da Paraíba - UEPB

Bacharel em Administração de Empresas

Alexandre Ramos de Moura, Universidade Paulista - UNIP/CE

Pesquisador em Marketing e Gestão Organizacional

 

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Published

2019-02-23

How to Cite

Silva, A. S. L. da, Rabelo Neto, A., Luna, R. A., Cavalcante, G. T. de O., & Moura, A. R. de. (2019). Mobile marketing: an approach on advertising by SMS. Revista De Administração Da UFSM, 11(4), 1012–1029. https://doi.org/10.5902/1983465918134

Issue

Vol. 11 No. 4 (2018): Out-Dez

Section

Articles

License

Until 2023, copyright was transferred by the authors to ReA/UFSM. As of 2024, the authors of articles published by the journal retain the copyright to their work. ReA/UFSM operates under a Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted reuse and distribution of articles, provided the original work is properly cited.