2013•Unpublished venueRequires access

Assessment of short message service (SMS) advertising on purchasing behavior of the customers: a case study of Pakistan

Mohammad Aamir, Waseem Ikram, Syed Muhammad Ali, Syed Amjad, Farid Hasnu, Khalid Zaman

Abstract

SMS advertising creates a lot of opportunities for the marketers in promoting their products effectively. SMS is a tool by which the marketers approach towards the customers and persuade them to purchase. SMS advertising is also used to explore the customers' needs and purchasing behavior. This particular study reveals that SMS advertising has a limited value in persuading the new customers. However SMS marketing has a significant impact on existing customers, pertaining to their sales offerings.

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Available abstract

Key concepts: Advertising, Business, Purchasing, Short Message Service, Marketing, Service (business), Value (mathematics), Computer science