RT Journal Article
SR Electronic
T1 The Impact of SMS Advertising on Members of a Virtual Community
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 363
OP 374
DO 10.2501/S002184990808032X
VO 48
IS 3
A1 Jacques Nantel
A1 Yasha Sekhavat
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/3/363.abstract
AB This empirical research brings interesting insights concerning mobile commerce. Our objective is to determine the influence of language (conventional language versus short message service (SMS) language) and spokeperson on the effectiveness of SMS advertising. The experiment took place in a virtual community of gamers equipped with cellular telephones. After having exchanged messages during several days in the forum's community, participants received one of four messages (varied with the language and the source of the message) that they evaluated afterward. Our results offer new and significant insights to managers wishing to use this medium. Unlike what is often thought, our results show that SMS language is not always recommended. While known and credible companies could use shortened, original, and entertaining SMS language, little known companies or ordinary spokepersons should refrain from doing so. Thus a message relayed by a spokeperson with little credibility, even if he is a member of the targeted community, should have a sober and clear content with a conventional language.