Abstract
Mobile phone advertisements, in the form of text messages (SMS), have been recognized as an important form of product promotion. The purpose of this paper is to investigate factors influencing the effectiveness of SMS advertising by using a hierarchy of effects approach. We employ a simulated experiment with 736 respondents to examine how consumers react to SMS advertisements and identify factors that influence their attitude towards the ad (Aad), attitude towards the brand (Ab), and purchase intention (PI). Perceived ad credibility, attitude towards mobile advertising, message appeal, argument quality, incentive, product involvement and interactivity were found to be antecedents of Aad. Moreover, there is a clear link between attitude and behavioral intention. The study is amongst the first to provide an experimental-based assessment and a unified model linking consumer attitudes towards mobile text ads with brand attitudes and purchase intentions.
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