Unveiling managers' perceptions of the critical success factors for SMS based campaigns

Eusebio Scornavacca, Jonathon McKenzie

Research output: Contribution to journalArticlepeer-review

7 Scopus citations


The deployment of SMS based marketing campaigns has been noted as a very successful means of reaching consumers. The available literature on mobile marketing has a strong emphasis on consumers. However, there is little knowledge regarding the experiences obtained by companies that have deployed SMS as a marketing tool. This paper explores the critical success factors of SMS based campaigns from a managerial perspective. Four case studies were conducted with organisations based in New Zealand. The findings indicate that content, permission, acceptance, interactivity, entertainment, as well as a multi-channel approach are critical to insure the success of SMS based campaigns. The paper concludes with recommendations for future practice and research.

Original languageEnglish (US)
Pages (from-to)445-456
Number of pages12
JournalInternational Journal of Mobile Communications
Issue number4
StatePublished - 2007
Externally publishedYes


  • Critical success factor
  • Mobile business
  • Mobile marketing
  • Short-message-service

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Electrical and Electronic Engineering


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