Document Type
Article
Abstract
In today’s ubiquitous commerce (UC) era, short message service (SMS) advertisement has played an important role in the world of marketing. Convenience and economical reasons influence SMS usage frequency along with social involvement to influence attitudes towards SMS advertising. SMS advertising creates numerous opportunities for the marketers in promoting their products effectively. Adopting the competition for attention theory as the theoretical framework, we developed hypotheses to investigate the influences of presentation mode and involvement on SMS advertising performance (recall of advertising information). An experiment was conducted to examine the effects of three types of information presentation modes (text-only, image-text, and emoji-text) in the contexts of two product types (high- versus low-involvement products) in the “LINE” SMS environment. Specifically, in this current study, we allocate participants to six experimental environments (text-only for high-involvement products, text-only for low-involvement products, image-text for high-involvement products, image-text for low-involvement products, emoji-text for high-involvement products and emoji-text for low-involvement products) randomly to collected empirical data to examine the proposed hypotheses. The research findings are expected to provide instrumental guidelines for the practitioners to better achieve the goals of ads in the “LINE” SMS environment. Also, the empirical results may provide insights into the research of advertising interface design of SMS and integrating efforts from cognitive science and vision research to understand users’ involvement of SMS advertising processes.
Recommended Citation
Huang, Tsai Chieh; Tai, Wei Chun; Wu, Jen Her; and Chen, Yi-Cheng, "The Impacts Of Presentation Modes And Product Involvements On “Line” Short Message Service (SMS) Advertising Effectiveness" (2013). ICEB 2013 Proceedings (Singapore). 2.
https://aisel.aisnet.org/iceb2013/2