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1、外文文献翻译原文及译文标题：Contentdesignofadvertisementfbrconsumerexposure:Mobilemarketingthroughshortmessagingservice作者:MahmudShareef,YogeshDwived]VinodKumar;UmaKumaT期干Ll:InternationalJournalofInformationManagement,卷：37,期：4,页码：257・268年份：2017字数：译文7000多字原文Contentdesignofadvertisementforconsumerexp
2、osure:MobilemarketingthroughshortmessagingserviceMahmudShareef,YogeshDwivedi,VinodKumar,UmaKumarAbstractThesuccessofmobilephone-basedshortmessagingservice(SMS)commercialsasatoolofpromotionalmarketingdependsuponthewording,statement,language,presentation一inotherwords,theoverallcontento
3、fthemessage.IfconsumersarenotexposedtothemobilephoneSMScontainingpromotionaloffers,marketerswouldlesslikelytoachieveanybenefitsbysendingSMStoprospectiveconsumers.Thisstudyisaimedtoidentifyandempiricallyexaminethecriticalvariablesthatcanattractconsumerstoopenandreadtheadvertisementont
4、heSMS.Toaddressconsumerexposure,thestudywasdesignedontheconceptualparadigmsoftheUTAUT2withtheinclusionofthreeexternalconstructs:personalization,self-concept,andtrust.Throughaconsumersurvey,thisstudyfoundsignificantvariationsfromtheUTAUT2toprovidenewconstructstocaptureconsumerintentio
5、nsforexposuretotheproduct.Bydoingso,thisstudyhasdevelopedandtestedanextendedversionofUTAUT2,whichisnamedasUTAUT-CEMM(UnifiedTheoryofAcceptanceandUseofTechnologyofConsumerExposureforMobileMessage)・Itrevealedthatconsumersegmentationandtargetmarketingisthemosteffectivewaytocommunicatewi
6、thconsumersthroughpromotionalmarketingconductedbythemobilephoneSMS・Italsosuggestedthatthispromotionalmarketingisvaluableonlyforhighlyreputablevendors/retailers.Keywords:SMS,Consumer,Exposure,Promotionalmarketing,Advertisement,Mobilemarketing1.IntroductionTheshortmessagingservice(SMS)
7、ofmobilephoneshasbeenactivelyusedbyrecentmarketerstolaunchanewmediaintheconsumercommunicationchannelstructure・Itwouldbeeitherlaunchedaloneorpairedwithexistingchannels,forpromotionalactivitiesofdifferentmarketers.AnSMScontainingadvertisementsoranypromotionaloffersorrelationalmarketing
8、themesthroug
