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 phone has developed an innovative way of utilizing this marketing tools. Due to the exponential growth in telecommunication industry after introduction of SMS and MMS, this study has conducted to investigate the consumer attitude towards SMS advertisement and its relationship with behavior. Entertainments, irritation, product involvement and appeal were used in order to investigate attitude of the consumer. A questionnaire was used to examine the relationship among variables of the study. Overall 350 useable responses were gathered. SEM was used to obtain the results of the overall model. Result of the study indicates 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 permissions required to gain the positive response of the consumer. (5) Consumer are attracted by rewards therefore monetary benefits was also found to be significant factor.
Highlights
In the recent years, drastic advancement in mobile phone technology have changed the way of sharing, accessing and creating information [1]
Attitude towards SMS advertisement, incentives and advertising appeal have a direct impact on consumer attitude towards SMS advertisement, brand and purchase intention Contents and quizzes via SMS add value to advertising campaigns and they are effective in creating a positive attitude in the consumers towards SMS marketing
Product involvement has been found to be the most important factor to inculcate positive attitude towards SMS advertisement followed by appeal and entertainment
Summary
Drastic advancement in mobile phone technology have changed the way of sharing, accessing and creating information [1]. The remarkable growth of the mobile phones use has highlighted the end of addressing consumers through SMS advertising [2]. After the emergence of the SMS advertising, it has been established that the sole reliance on traditional marketing is to appropriate to attain the same positive customer response which marketer used to obtain the in past. This has led to massive adoption of digital media in advertising campaigns [9]. Impact of providing monetary benefits to consumers on their intention to receive SMS advertising Factors that affect towards SMS advertising via appeal, entertainment irritation and product involvement. Impact of taking permission from consumers on their attitude towards SMS advertising. Impact of providing monetary benefits to consumers on their intention to receive SMS advertising
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