Abstract
The main endeavor of the present study was to know the relationship between SMS (Short Message Service) advertising and customer purchase intention of value-added services (VAS) of mobile operators. This study was descriptive in nature. The population of the study was the users of mobile phone from two wards of Rajshahi City Corporation were purposively selected. Respondents were selected using convenience sampling method for collecting primary data through a self-administrated questionnaire. 142 completely filled up questionnaires were authentic for the research study. Five factors of SMS advertisement were considered as independent variables to evaluate the respondents’ opinion. Study results show that the maximum number of respondents strongly agree that SMS advertising provides current information to them, the company provide actual information through SMS advertisement, SMS advertisement is funny, exciting, reliable, personalize, entertaining and trustful but too much advertising is irritating and disturbing. Result also shows that there is a positive significant correlation between the variables and the highest correlation exist annoyingness to SMS advertisement and customer purchase intention of value added services of mobile operators (r = .813**, p=.000<0.05).
Highlights
The main endeavor of the present study was to know consumers filter out excess visual and aural marketing the relationship between SMS (Short Message Service) stimuli which develop such uncertainty of marketers who advertising and customer purchase intention of value-added try to draw the consumers’ attention (Salem, 2016)
Study results show that the maximum number of respondents strongly agree that SMS advertising provides current information to them, the company provide actual information through SMS advertisement, SMS advertisement is funny, exciting, reliable, personalize, entertaining and trustful but too much advertising is irritating and disturbing
The attitude of the population of the study was the users of mobile phone 34 Indian consumers towards SMS advertising has been from two wards
Summary
Most of the previous this tool allows immediate communication with studies have examined SMS marketing in the western customers at all time were marketer’s wish to context, and little attention has been paid to the communicate with target customer’s The attitude of the population of the study was the users of mobile phone 34 Indian consumers towards SMS advertising has been from two wards. As the actual number of population was reflected in terms of privacy, irritation (anger), prior unknown to the researcher so, 156 respondents were permission, time of sending, the local language, selected for collecting primary data through operating knowledge and consumer preferences convenience method. Collected quantitative data from the respondents towards mobile marketing SMS message shows the were analyzed using the Statistical Package for Social relationship with customers buying decisions.
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