Abstract
This study focuses on factors that predict consumer attitudes towards short message service (SMS) advertising. The purpose of the study is to build a predictive framework that can be employed to identify which factors of SMS advertising contribute to different attitudinal groups. This study is based on the push and pull motivation theory which, in this context, explains and predicts consumer responses to SMS advertisements. The results of the discriminant analysis indicate that three factors of SMS advertising are responsible for group separation, namely perceived SMS infotainment, perceived knowledge and fear of spamming. The discriminant model enables practitioners to predict the category to which consumers belong based on their responses to the factors of SMS advertising, and allows media practitioners to use SMS advertising more effectively.
Highlights
Within the past decade, the mobile telephone has become one of the most ubiquitous communication devices the world over [8]
The eight contributing factors were included in the discriminant analysis procedure
The procedure was applied to determine the value of the composite variables for classification and predictive purposes, as well as the discriminating value of each of the eight factors generated from the Principal Components Analysis (PCA)
Summary
The mobile telephone has become one of the most ubiquitous communication devices the world over [8]. The mobile phone has become a handy tool that has profoundly changed the ways of communication, and several facets of people’s lives [35]. One area that is experiencing exponential growth is the use of short message service advertisements (SMS). According to Zabadi et al [45], SMS advertisements have been the most successful non-voice service for mobile operators in the history of telecommunications. It has been estimated that global mobile advertising spending would reach $247.4 billion by 2020 [34]. As SMS advertisements via mobile phones become an increasingly important channel for the marketing and communication of products and services, it is imperative to understand consumers’ attitudes and behavioural intentions towards the use of SMS as a promotional channel [42]
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