Abstract
The growing technological advancement and marketing strategies are creating great competition between companies. Marketers constantly focus on developing attractive marketing strategies to promote their products and services to increase their customer base. SMS marketing lies in one of these strategies of marketers to reach each individual in order to make them their loyal consumers by offering their required products or services. As there are different kinds of consumers with different needs, consumption styles and preferences. And every country has its own culture, lifestyle, and consumer perceptions. This study covers the importance of SMS advertising and to know the responses of Pakistani youth and adults towards SMS advertising. Messages sent by advertisers to inform about their product, new innovation or launch are not accepted everywhere by some people. The aim of this study is to determine the acceptance and rejection attitudes of youth and adults towards SMS advertising and how SMS advertising influences consumers to purchase the product.
Highlights
The increasing growth and progress in wireless medium of communication and advanced technology has generated new opportunities and challenges for the marketers and consumers
The results showed that interactivity and personalization are the important factors in mobile advertising in tourism industry
The aim of this research was to investigate the impact of SMS advertising on consumer purchase intention and to find the difference in attitudes of youth and adults towards SMS advertising
Summary
The increasing growth and progress in wireless medium of communication and advanced technology has generated new opportunities and challenges for the marketers and consumers. Mobile phones are interesting medium of communication to perform marketing activities which results in effective and productive relationship between marketer and consumers (Siavoshi, 2009; Delafrooz & Zanjankhah, 2015). Mobile phone has appeared as perfect medium to directly communicate and build relationship between a company and consumers (Yu-Ping & Long, 2015). Mobile Advertising/SMS Advertising The usage of mobile phones as multi functioning like receiving and sending text messages, sharing videos, music, pictures, and data is more in young generation and adults. These characteristics make mobiles an efficient means of communication. SMS advertising is a component of mobile marketing that is a form of one-to-one marketing (Ranjbarian, Rehman, & Lari, 2014)
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