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A total of 4,062 consumers responded to this survey. Cross\u2010tabulation and binary logistic regression were used to examine the associations between the explanatory variables and responses to mobile advertising campaigns.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The results suggest that women are more active than men in their responses to SMS call\u2010to\u2010action campaigns. In addition, the results indicate that mobile advertising is not only for teenagers. For instance, consumers in the 36\u201045 age group were most likely to respond to SMS calls\u2010to\u2010action in a television program and participate in SMS sweepstakes and other competitions. However, the youngest consumers most actively ordered mobile services using SMS. In addition, it was found that employment status had a substantial impact on consumers' SMS campaign activity.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>Self\u2010report survey data are the bases of the findings discussed in this article. Substantial evidence exists in previous research that many respondents are inaccurate in reporting their own attitudes and past behavior. Thus, additional research relying on, for instance, SMS delivery measures (e.g. number of messages sent, number of replies, and \u2013 where an identifiable offer is promoted via mobile phone \u2013 the exact purchase rates), should be executed. Such experiments go beyond consumer reports by providing useful estimations of the impact of SMS text advertising based on customer inquiry and actual behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>This study clearly demonstrates the prevalence of SMS advertising campaigns and provides important insights into consumers' engagement with SMS advertising activities. Basic demographics such as gender, age, income, and employment status are useful in modeling and predicting consumer behavior in relation to SMS call\u2010to\u2010action campaigns. Thus, the findings reported in this paper should help marketers to design campaigns that focus more closely on the target audience.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>While building on and maintaining continuity with extant work, this paper provides results that do facilitate research efforts focused on mobile media and aid practitioners in their quest to achieve mobile advertising success.<\/jats:p><\/jats:sec>","DOI":"10.1108\/13287260810916943","type":"journal-article","created":{"date-parts":[[2008,11,22]],"date-time":"2008-11-22T07:04:41Z","timestamp":1227337481000},"page":"251-265","source":"Crossref","is-referenced-by-count":15,"title":["Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns"],"prefix":"10.1108","volume":"10","author":[{"given":"Matti","family":"Lepp\u00e4niemi","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Heikki","family":"Karjaluoto","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"unstructured":"ABI Research (2008), \u201cMobile messaging services \u2013 evolution of SMS, MMS, IM, voicemail, and email in a rapidly changing market\u201d, March, p. 58, available at: www.abiresearch.com\/products\/market_research\/mobile_messaging_services (accessed 17 June 2008).","key":"key2022013120004770600_b1"},{"unstructured":"Airwide Solutions (2006), \u201cMajor brands look to mobile\u201d, available at: www.mobilemarketingmagazine.co.uk\/2006\/02\/major_brands_lo.html (accessed 3 March 2008).","key":"key2022013120004770600_b2"},{"unstructured":"Alwitt, L.F. and Prabhaker, P.R. 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