Search results for "Consumer response"

Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns

2008

PurposeThe purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.Design/methodology/approachThe data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory varia…