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Mobile(SMS) Advertising Value Chain, With a Focus on Factors Affecting Subscribers Acceptance of SMS Advertising in Iran

Ahmadi, Saeedeh | 2009

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 39590 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Kermanshah, Ali
  7. Abstract:
  8. Mobile technology has become Ubiquitous and common in all over the world from the first years of 21st century. Mobile has been used as a strong media in marketing and specifically in advertising due to it’s unique features and various functions. Currently (2008) mobile media is not used very aggressively in Iran. Considering the quick expansions of mobile networks in Iran and growth of subscribers, it is anticipated that Mobile will affect many businesses and consumer market very soon in Iran. This study is the first academic research in the country on Mobile advertising via SMS. The purpose of this thesis is to provide the better understanding of the Mobile advertising via SMS in high level and also from subscribers’ perspectives. Based on the two models of Porter’s value chain model and Barnez Mobile commerce, and also industry and university experts, this thesis will develop a well suited model to be applicable in mobile(SMS)advertising as SMS advertising value chain model. Considering subscribers significant effect on the success of advertising in this media, the next step of the research will focus on factors affecting subscribers acceptance of SMS advertising via focus group and qualitative method of theme analysis. The factors were identified as the massage content relevance, massage content entertainment, massage content informativeness, massage content credibility, control on opt-in condition, frequency, time, demographics of the subscribers, and brand trust.
  9. Keywords:
  10. Value Chain ; Iran ; Mobile Commerce ; Short Message Service (SMS)Advertising ; Short Message Service (SMS)Advertising Acceptance

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