Abstract
This research paper aims to examine the relationship between the predictors and consequences of SMS advertising value along with its mediating effect in the perspective of Islamic Republic of Pakistan. For this purpose causal and cross-sectional study with minimal researchers’ interference and focus on the attitude of individuals was put forward. A personally-administered questionnaire was used to collect data from those 194 undergraduate and graduate students of universities who were the users of cell phone. Structural Equation Modeling (SEM) was used to test the proposed hypotheses. There is significant relationship between infotainment, credibility and SMS advertising value. Conversely irritation has no significant association with SMS advertising value. Advertising Value, in turns, has strong impact on attitude towards SMS advertisement. Advertising value also has full mediating effect between infotainment, credibility and attitude towards SMS advertisement and has no mediating effect between irritation and attitude towards SMS advertisement. This study imparts the enterprises and businesses with the modern and economical tool of advertisement and also a value addition to the literature.
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