Engaging in conversations over media such as SMS with corporations is an increasingly popular and effective method of driving brand engagement and sales in the US. This behavior increased by over 400% in some instances on 2018's Black Friday compared to this time last year. It is thought to have a generally positive effect on consumer spending.
https://www.notebookcheck.net/E-converse-97-more-US-consumers-messaged-with-brands-this-Black-Friday-weekend-compared-to-last-year-s.370101.0.html