Abstract
<p>This study aims to empirically investigate the significant factors that influence consumer attitude toward SMS advertising in Bangladesh. At present, SMS advertising is being considered as a trendy mobile marketing channel to reach the consumer in an efficient manner. Though, many studies have been conducted to identify factors that impact the consumer perception regarding SMS advertisements, very few of them have considered Bangladeshi consumer. This study has developed and tested a conceptual model with a sample of 375 Bangladeshi students using Structural Equation Modelling. In addition, T-test is used to observe the differences in attitude based on gender. The results indicate that SMS credibility, advertiser credibility and incentive have positive significant influence, whereas irritation and consumer inertia have negative significant influences. Moreover, attitude toward SMS advertising is found similar among male and female consumer. This paper ends with a comparative discussion of relevant studies in SMS advertising context and provides recommendations for advertisers and future SMS advertising research. </p>
Highlights
Due to the highly competitive and constantly changing environment, today’s organizations are struggling to reach consumers more frequently
The result of H8 suggests that advertiser credibility has a significant positive impact on consumer attitude toward SMS advertising (β = .163, Sig. = .040) meaning H8 is accepted
Several constructs including entertainment, informativeness, irritation, credibility, inertia, perceived control, perceived risk, advertiser credibility, incentives, social norms, gender and consumer attitude toward SMS advertising are taken into account
Summary
Due to the highly competitive and constantly changing environment, today’s organizations are struggling to reach consumers more frequently. The revolution in the context of information technology has provided different advertising opportunities at the same time. Usage of this medium as a means of marketing communication is still getting higher (Bauer et al, 2005). Emerging markets are more likely to give a positive response to mobile marketing (Rohm & Sultan, 2006) since mobile phone has become the first communication technology to have more users there. This fact is true in case of Bangladesh as well. The total number of mobile phone subscribers has reached 130.843 million at the end of August 2015 (BTRC, 2015) which has created new opportunities for many companies
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