Abstract
Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizing this medium of advertisement quite frequently. Rapid increase of the usage of mobile phones has developed an innovative way of utilizing this marketing tool. Due to the exponential growth in telecommunication industry after introduction of SMS and MMS, this study has been conducted to investigate the consumer attitude towards SMS advertisement and its relationship with behavior. Entertainment, irritation, product involvement and appeal were used in order to investigate the attitude of the consumer. A questionnaire was used to examine the relationships among variables of the study. Overall 350 usable responses were gathered. SEM was used to obtain the results of the overall model. Results of the study indicate that (1) product involvement, appeal and entertainment have a positive impact on attitude towards advertisement. Only irritation was found to be negatively insignificant. (2) Relationship between consumer attitude towards SMS advertising and attitude was positively significant. (3) Positive and direct relationship between attitude and consumer behavior was also found. (4) Permission appeared to be significant on consumer attitude towards mobile advertisement, which confirmed that prior permission is required to gain the positive response of the consumer. (5) Consumers are attracted by rewards therefore monetary benefits was also found to be significant.
Highlights
In the recent years, drastic advancements in mobile phone technology have changed the way of sharing, accessing and creating information (Arif & Aslam, 2014)
The findings indicate that product involvement, appeal and entertainment have a positive correlation with attitude
The purpose of this study was to investigate consumer attitude towards SMS advertising as well as to check the relationship among consumer attitude, intention and their behavior. It aimed to investigate the impact of permission on consumer attitude towards SMS advertising and to analyze whether consumers prefer monetary benefits to receive SMS advertising
Summary
Drastic advancements in mobile phone technology have changed the way of sharing, accessing and creating information (Arif & Aslam, 2014). In a survey conducted in Europe, it was found that 36% of the marketers had been using SMS advertising for more than a year and within six to twelve weeks, additional 39% started to use this media for advertising purposes (Cutitta, 2005). This global trend is estimated to reach 62% of the worldwide spending; a report from e-Marketer predicted that the expenditure on SMS advertisements would reach 100 billion worldwide by 2016 (2015). Due to the consumer empowerment, marketers need to understand the ups and downs of the SMS advertising medium as the behavior of consumers is not easy to predict (Urban, 2005)
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