Reklam i din bästa vän?
en jämförelse av uppfattningar av reklam genom E-mail respektive SMS
MarketingConsumersE-mailSMSPerceptionsRelationshipsMarknadsföringKonsumenterE-mailSMSUppfattningarRelationer
The work with this paper began with a belief that the permission aspect plays acrucial part when it comes to consumers perceptions of marketing through E-mailand SMS - especially when it comes to advertising that is received through a devicethat the consumer has a strong personal relationship with. The questions to beinvestigated was: "How do users of computers and mobile phones feel aboutadvertisement received through E-mail and SMS?" and "In what way does the usersrelationship to the computer or mobile phone affect how they feel about theadvertisement?". The study was based on a questionnaire as well as an analysis of theresponses in combination with previous research on the subject.The results showed that the majority of the respondents from this papers surveywere found to have a negative attitude toward advertisement through both E-mail andSMS. However, the respondents turned out to have a slightly higher tolerance foradvertisement through E-mail than towards advertisement through SMS. The resultsalso showed that the respondents seemed to have different relationships with theirmobile phones than with their computers, but the relationship itself did not seem toaffect the users perception of advertisement through these means of communication.