Short Message Service Advertising Research Articles

SMS Advertising and Its Relationship with Customer Purchase Intention of Value Added Services

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).

Drivers of SMS advertising acceptance: a mixed-methods approach

PurposeThe study aims to identify and explore the antecedents to short message service (SMS) advertising acceptance as an effect to the entire process of communicating the SMS ad.Design/methodology/approachThe study follows a sequential mixed-methods approach, starting with qualitative interviews, to build the research model following the grounded theory approach and then a quantitative survey study to apply the model to two types of ads (discount and notification ads).FindingsPerceived value, ad trust and channel acceptance are crucial to the attitude towards SMS ads. Relevance, content, brand equity and perceived usefulness are significant triggers to perceived value and trust, with an emphasis on importance of brand equity in trusting discount ads.Practical/implicationsAccurate targeting and personalisation are crucial to ensure that SMS ads are useful and relevant to recipients. SMS advertising is more effective when the recipients are already connected with the brand. Including the brand name as the sender increases both value and trust. Transparency and adequate information are important for gaining trust especially for discount ads.Originality/valueThe study proposes an integrative model for SMS advertising acceptance after a rigorous consideration of all elements in the process of communicating the SMS ad following the GTA. The study also highlights the differences between the acceptance models for discount and notification ads.

Factors that Predict Attitudinal Grouping towards SMS Advertising

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.

Attitude, intention, and consumer behaviour of millennial generation toward location-based SMS advertising

The aim of this study is to ascertain the attitude, intention and consumer behaviour of millennial generation toward the implementation of marketing communication by using Short Message Service (SMS) technology according to consumer location. In current technological developments, the promotion strategy, particularly advertising, has adapted through various digital marketing media. Mobile marketing, one of them is SMS Advertising still used by various companies in order to increase potential consumer awareness as the first step to trial product and encourage the purchases. Several previous researches discovered that most consumer attitude toward the SMS advertising tend to be negative. Moreover, SMS with Location-based advertising service disturb consumer privacy. This study tries to see the indicators which can be optimized to develop attitudes, intention and positive behaviours and the affordable effort as suggestion that the advertisements can be delivered by SMS with location-based advertising services and more effective to get attention and accepted by consumers of millennial generation.

Impact of the Content Characteristic of Short Message Service Advertising on Consumer Attitudes

We examined the influence of the overall content characteristic of short message service (SMS) advertising on consumer attitudes toward advertising on mobile devices. Attitudes of 246 Chinese (145 women, 101 men) toward permission-based SMS advertising received on electronic products were measured using structural equation modeling. Results showed that of the 4 dimensions of the overall content characteristic, entertainment, informativeness, and credibility positively and significantly influenced the attitude of consumers, whereas irritation had a negative effect. In addition, the overall content characteristic significantly impacted on consumer attitudes, with advertising value playing a mediating role. Finally, the influencing path coefficients revealed a significant difference according to gender. The credibility dimension had a greater impact on attitude toward the overall content characteristic for women than for men. Theoretical and practical implications are discussed.

Applying the technology acceptance model in a two-country study of SMS advertising

Short message service (SMS) allows marketers to interact directly with target consumers at specific times and locations via their mobile phones. Using a modified technology acceptance model, this study examines factors that influence consumers' acceptance of SMS advertising. Data were collected in the U.S. and Korea to test the conceptual model and the cross-cultural validity of the measurement scales. The findings suggest that these scales are valid in the two national contexts. The usefulness construct is important to establish consumers' favorable attitudes toward acceptance of SMS ads in both countries. Young Korean consumers' attitudes toward SMS ads are more positive than their American counterparts. Although social influence has no effect on Korean consumers' attitudes toward acceptance, it does show a positive relationship with American consumers' attitudes. This study reveals that consumers' acceptance of SMS ads does differ in the two culturally distinctive countries.

The Antecedents of Consumers’ Negative Attitudes Toward SMS Advertising: A Theoretical Framework and Empirical Study

Short message service (SMS) advertising refers to the transmission of advertising via mobile phones in the form of text-based messages (Haghirian, Madlberger, and Tanuskova 2005). Recent marketing research indicates that investigations on consumers’ attitudes toward SMS advertising are limited, and empirical examination of antecedents that negatively influence attitudes toward SMS advertising is even scarcer. As a consequence of this lack of knowledge, current practices of mobile advertising might be ineffective. This research examines irritation, privacy concerns, and intrusiveness perception as main factors that provoke a negative attitude toward SMS advertising. Using structural equation modeling (SEM), the analyzed data show that privacy concerns affects perceived intrusiveness on mobile phones, which subsequently causes consumers’ irritation. Finally, irritation has a major negative effect on attitudes toward SMS advertising.

SMS advertising: How message relevance is linked to the attitude toward the brand?

Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed.

The role of wireless service provider (WSP) trust on consumer acceptance of SMS advertising

This paper aims to provide a better understanding of the factors that influence consumer intention to accept short message service (SMS) advertisements. Specifically, the authors investigate the role of consumer trust in wireless service providers (WSP) on the acceptance of SMS advertisements. The authors suggest that consumer attitude toward SMS advertising is the main determinant of their intention to accept SMS advertising. Then, they investigate the moderating role of consumers' trust in their WSP on attitude-intention relationship. The results of their first study support that higher trust in WSP strengthens that relationship. In their second study, the authors look at the individual effects of consumers' trusting beliefs, i.e., ability, integrity and benevolence beliefs, about a WSP on the same relationship. The results support that while high levels of benevolence and integrity beliefs results in a stronger attitude-intention relationship, ability beliefs do not have such an effect.

Content relevance and delivery time of SMS advertising

This study investigated the influence of content relevance and delivery time on Short Message Service (SMS) advertising effect, which was measured in terms of attitude, purchase intention, and involvement. Participants received advertisement text messages at different times of a day and on different days of a week. Results indicated that higher content relevance is associated with higher attitude and more positive behaviour intention. Also, delivery time will significantly affect the effectiveness of SMS advertising. Best effects occur on Mondays and weekends. Additionally, the participants showed higher acceptance and purchase intention in afternoon and evening hours, rather than in morning hours.

Antecedents Of South African High School Pupils Acceptance Of Universities SMS Advertising

Based on its versatility as a personal and direct medium of communication, short message service (SMS) provides a potentially useful avenue to higher educational institutions for marketing their programs to prospective students. However, the success of mobile marketing depends largely on its acceptance by the target population. This study explores antecedents to pre-final year high school pupils’ acceptance of South African universities’ SMS advertising. Results show that social influence is a better predictor of the target market’s intentions to adopt SMS advertising than attitudes are. Behavioral intentions are a function of attitudes, social influences, innovation levels, and perceived study utility. No significant relationship exists between perceived risk and SMS advertising acceptance. South African universities could consider using SMS advertising in conjunction with traditional media, but should ensure that SMS content is based on the needs of their target market.

Attitudes of young consumers towards SMS advertising

Technological advancements have provided various new mediums for advertising to consumers and have further allowed organisations to better reach consumers with regards to the frequency and impact of advertising. Advertisers have to be more creative in the formulation of advertisements and selection of advertising mediums so as to gain the attention of their target market. The need to create new mediums for advertising has lead to the creation of new-age media such as inter alia, short message service (SMS) advertising. Before this medium can be effectively used to reach South African consumers, the attitude of consumers towards SMS advertisements need to be determined. This study therefore focuses on determining the perceptions of the younger consumer segment towards SMS advertisements. It is expected that this segment, due to their changing consumer behaviour and media habits, will be the future focus of a great deal of SMS advertising campaigns. Quota sampling was done in a large university and self-administered questionnaires were completed by 198 respondents. It was found that consumers’ perceptions of the entertainment value, informativeness and credibility of SMS advertisements are positively correlated to consumers’ overall attitudes towards SMS advertisements. The study further found consumers’ perceptions of the irritation aspect of SMS advertisements is negatively correlated with consumers’ attitudes towards SMS advertisements. Consumers have generally negative overall attitudes towards SMS advertisements and it must be cautiously used when attempting to gain the attention of a younger segment of consumers. Permissionbased marketing, the sending of SMS advertisements to only those who have agreed to receive promotional information, is an important element for the success of SMS advertising.

Young consumers' motives for using SMS and perceptions towards SMS advertising

PurposeThe purpose of this paper is to examine young consumers' motives for using short message service (SMS), their SMS usage frequency, and their attitudes towards SMS advertising.Design/methodology/approachData were collected using convenience sampling via a self administered questionnaire in a large Western Australia university. A total of 211 useable responses were collected and retained for analysis.FindingsFactor analysis on the motives for using SMS revealed seven factors. The results showed that convenience and economical reasons influence SMS usage frequency. Social involvement is also found to influence attitudes towards SMS advertising.Research limitations/implicationsThe sample is only limited to young consumers in an Australian context. As such, limited generalization can be derived. Future research can look into cross cultural studies or other consumer segments.Practical implicationsMarketers and advertisers can look into crafting relevant and targeted messages to reach young consumers. Furthermore, referrals can be another option to reach the young consumer market. Pricing strategies and integrating SMS advertising with other forms of media can be further explored.Originality/valueMany prior studies have focused on an Asian or European context. Limited research has been done to investigate the relationship between motives for using SMS and attitudes towards SMS as an advertising tool.

Exploring the effects of gender, age, income and employment status on consumer response to mobile advertising campaigns

PurposeThe purpose of this paper is to examine the effects gender, age, income and employment status on consumer response to short message service (SMS)‐oriented direct‐response requests or a call‐to‐action tactic in a television advertisement or program, consumer's participation in SMS sweepstakes or other competitions, and consumer uptake of mobile services such as ringtones, logos, screensavers and wallpapers ordered by SMS message.Design/methodology/approachThe data used in this study were collected via an online survey. A total of 4,062 consumers responded to this survey. Cross‐tabulation and binary logistic regression were used to examine the associations between the explanatory variables and responses to mobile advertising campaigns.FindingsThe results suggest that women are more active than men in their responses to SMS call‐to‐action campaigns. In addition, the results indicate that mobile advertising is not only for teenagers. For instance, consumers in the 36‐45 age group were most likely to respond to SMS calls‐to‐action in a television program and participate in SMS sweepstakes and other competitions. However, the youngest consumers most actively ordered mobile services using SMS. In addition, it was found that employment status had a substantial impact on consumers' SMS campaign activity.Research limitations/implicationsSelf‐report survey data are the bases of the findings discussed in this article. Substantial evidence exists in previous research that many respondents are inaccurate in reporting their own attitudes and past behavior. Thus, additional research relying on, for instance, SMS delivery measures (e.g. number of messages sent, number of replies, and – where an identifiable offer is promoted via mobile phone – the exact purchase rates), should be executed. Such experiments go beyond consumer reports by providing useful estimations of the impact of SMS text advertising based on customer inquiry and actual behavior.Practical implicationsThis study clearly demonstrates the prevalence of SMS advertising campaigns and provides important insights into consumers' engagement with SMS advertising activities. Basic demographics such as gender, age, income, and employment status are useful in modeling and predicting consumer behavior in relation to SMS call‐to‐action campaigns. Thus, the findings reported in this paper should help marketers to design campaigns that focus more closely on the target audience.Originality/valueWhile building on and maintaining continuity with extant work, this paper provides results that do facilitate research efforts focused on mobile media and aid practitioners in their quest to achieve mobile advertising success.

The Impact of SMS Advertising on Members of a Virtual Community

<h3>ABSTRACT</h3> This empirical research brings interesting insights concerning mobile commerce. Our objective is to determine the influence of language (conventional language versus short message service (SMS) language) and spokeperson on the effectiveness of SMS advertising. The experiment took place in a virtual community of gamers equipped with cellular telephones. After having exchanged messages during several days in the forum9s community, participants received one of four messages (varied with the language and the source of the message) that they evaluated afterward. Our results offer new and significant insights to managers wishing to use this medium. Unlike what is often thought, our results show that SMS language is not always recommended. While known and credible companies could use shortened, original, and entertaining SMS language, little known companies or ordinary spokepersons should refrain from doing so. Thus a message relayed by a spokeperson with little credibility, even if he is a member of the targeted community, should have a sober and clear content with a conventional language.

SMS advertising, permission and the consumer: a study

PurposeThis study aims to examine the phenomenon of consumers' willingness to give permission to receive short message service (SMS) advertisements. The purpose of this research is threefold: to better understand the phenomenon of consumers' willingness to give permission to receive text message (SMS) advertisements, to provide empirical data that supports our understanding, and to develop and test a basic model of consumers' willingness to give permission to receive SMS advertisements.Design/methodology/approachThe study utilised a multi‐method research approach with both qualitative and quantitative data – via focus group and scenario‐based survey.FindingsThe results show that even if the relevance of the advertisement is high it does not on its own make consumers give permission; it needs to be combined with the control over opt‐in conditions to assure consumers and gain permission. Regarding brand familiarity, this appears to have little impact on consumers' willingness to give permission to receive SMS advertisements. The opt‐in conditions valued the most are: the possibility to withdraw at any time, personal data disclosure only with consent, and mobile phone operators as a primary advertising filter.Originality/valueThe principal contribution of the paper is in furthering our understanding of the concept of permission as related to the emerging topic of SMS advertising. The paper provides evidence and data triangulation in an area that so far has had little empirical investigation.