Is SMS a new medium for marketing?--with some references in Taiwan

• Main Authors: Leslie Yang, 楊琇文
• Other Authors: 鄭自隆
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/17864470914562519676

碩士 === 銘傳大學 === 傳播管理研究所 === 91 === This study is based on the theory of “Stimuli and Response”, ”Communication” and “Marketing”. The author used the experiment designs as research methods to evaluate one Telecom Company of Taiwan and collected whole SMS Marketing campaigns of a single value added service from Mar-2002 to Feb-2003. Findings suggest that SMS stimuli did influence users’ dialing behavior and increase the amount of calls. The effect would decline within 1 day once the SMS stimuli stop. The results show that SMS Marketing can stimulate consumer’s instant response in a short time but the effect won’t last. However, Telecom Companies and marketers should notice the risk of SMS spam and treat SMS Marketing as part of the whole marketing plan for best use as data collecting.