SMS Advertising Research Articles

ANTECEDENTS OF SMS ADVERTISING ACCEPTANCE AMONG YOUNG VIETNAMESE CONSUMERS

This study aims to investigate the impact of four antecedent factors on the acceptance of SMS advertising among young Vietnamese consumers. The empirical results indicate that “perceived usefulness”, “perceived ease of use”, “trust” and “subjective norms” have significant influences on the intention to use SMS advertising. Of these factors, “subjective norms” and “perceived usefulness” have stronger influences than the other two factors.

THE PERCEPTION OF SMS ADVERTISING INTRUSIVENESS DIFFERS BETWEEN AGE GROUP

hort messaging system (SMS) has overtaken the means of communicating and interacting between individuals today, regardless of age, gender, social class and boundaries. Organizations around the world today have incorporated SMS into their strategic marketing communication plans as one vital tool to reach out to their target customers. It rapidly becomes a vital media vehicle since it has precision targeting, personalization, customization and measurability, impact, persuasiveness and interactivity. Age is a widely used demographic variable to characterize the adoption of technologies between two or more consumer groups (Morris and Venkatesh, 2000). There are certain differences exist in their behavior because of their inherent motivational needs. This paper is looking at the perceptions of different age group towards the intrusiveness of SMS advertising and how their perception could affect their brand loyalty and purchase intention. 550 questionnaires were distributed to mobile phone users using systematic stratified random sampling method.

Does Anybody Read SMS-Advertising?

This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.

Examining The Impact Of Mobile Marketing On Consumers' Attitudes and Purchase Intentions.

The aim of the study was to examine the impact of mobile marketing on consumers' attitudes and purchase intentions. More specifically the research intended to measure Jordanian consumers' acceptance of SMS advertising. A number of hypotheses were formulated for this purpose. The findings of the study show that there existed positive relationship between perceived usefulness, perceived entertainment and intention to participate and purchase intention. Whereas there existed negative relationship between personal use, extensive advertising, privacy concern and intention to participate and purchase intention. Based on the results a number of recommendations were proposed, and suggestions for future studies were made.

Consumer acceptance of SMS advertising: a study of American and Turkish consumers

The authors suggest that consumer attitude toward SMS advertising is the main determinant of their intention to accept SMS advertising and individuals' behavioural and control beliefs determine their attitudes. The authors offer five factors that influence consumer beliefs and thus form their attitudes toward SMS advertising: attitude toward e-mail marketing and SMS messaging, their perceived utility of SMS advertising, perceived knowledge and self-efficacy about SMS advertising. Additionally, the authors suggest that the attitude-intention relationship is moderated by their trust in the brand names and Wireless Service Provider (WSP). They test their hypotheses using data from both the USA and Turkey.

Understanding the acceptance of mobile SMS advertising among young Chinese consumers

AbstractThis study examined the acceptance of SMS advertising, an increasingly popular mobile marketing practice, among young Chinese consumers. A modified technology acceptance model (TAM) was developed to test the intention to use SMS advertising—that is, to read the advertising message and take action as suggested by the message. Data were collected from 262 mobile phone users who were 21–35 years old. The research model was analyzed using structural equation modeling (SEM). Results showed that the two key determinants of TAM, the perceived usefulness and perceived ease of use of SMS advertising messages, predicted the intention to use them. In addition, trust in SMS advertising and subjective norms also contributed to the intention to use. The antecedents and consequents of perceived usefulness and trust were also examined in the SMS advertising context. Overall, the model is well supported. This study represents a novel approach to studying the effectiveness of SMS advertising by applying a model developed in information technology. It also revitalizes the theory of reasoned action in advertising research. The findings have important implications for studying advertising and marketing activities that utilize new media. In addition, practical implications are discussed and directions for future research are suggested. © 2008 Wiley Periodicals, Inc.

Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers

This study examines whether cultural differences between countries have a significant impact on consumers’ adoption of SMS advertising. Hofstede's cultural individualism/collectivism dimension is used to investigate whether culture is an important determinant of people's intentions to accept SMS advertising; Taiwan and the US, representing two different cultures, are selected in this study. The propositions presented in this study provide preliminary evidence that consumers’ cultural orientations embedded in their belief systems may play an influential role in their decision-making processes. The findings of this study reveal that American consumers’ decisions on accepting SMS ads via their mobile phones are solely based on attitudinal considerations whereas Taiwanese consumers’ intentions to act are influenced by social norms as well as attitudinal factors.

What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets

This study examines the factors associated with the intention of multinational corporations operating in Europe to implement SMS advertising. It hypothesizes that managerial intentions to use this medium are related to the perceptions of four factors: (1) the ability to build brand image; (2) the ability to use location-based marketing; (3) the perceptions of how well consumers accept SMS advertising; and (4) the perceptions of the technological infrastructure. Results support the notion that managers from the European Union, Japan, and the United States will be more likely to adopt SMS advertising if they perceive it has the ability to help build the brand. They are also likely to perceive information security as a threat to the ability to “push” the product through the wireless channel. Results also suggest that managers give significant weight to the penetration of the technological infrastructure needed to run the ads through SMS-based messaging service.

Consumers’ intentions to opt in to SMS advertising

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones. The appeal of using the mobile phone as an advertising medium is its accessibility because it can pinpoint the locations of mobile phone users. The results of the study provide preliminary evidence that consumers’ attitudes and beliefs do have significant positive relationships with intentions to opt in to the new medium. The theoretical model for the study is based on employing the theory of reasoned action as the underlying structure to operationalise the conceptual constructs proposed in the diffusion theory. The study identifies the potential of a new research domain in advertising, presents a conceptual framework for its examination and suggests the importance of constructs under study.

Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in their professional role. In this paper we draw on depth interviews conducted with a small sample of senior-level creatives working in a cross-section of New York agency settings to explore the ways in which they negotiate and resolve their senses of personal and professional identity. We find that ad agencies are a site of conflict and insecurity for these creatives, yet also of potential fulfilment. We suggest that these creatives may be complicit in the conflict because their sense of professional identity has a substantial investment in it. We suggest that the advertising industry has not evolved working practices that fully assimilate those creatives who experience such dilemmas of identity.

Text message advertising: Response rates and branding effects

The development of internet-based mobile electronic commerce (mcommerce) has been slow, but commercial applications for text messages have developed rapidly. This paper explores the role of SMS or text message advertising. Although SMS advertising is strictly a form of telemarketing, it shares features with e-mail marketing and mcommerce. An analysis of 26 text marketing campaigns (5,401 respondents) demonstrates the surprising effectiveness of this new form of telemarketing. SMS advertising is effective, both as a branding vehicle and in stimulating response; this was demonstrated by significant improvements in brand attitude and purchase intentions.

The impact of different media channels on consumers and the wastage of potential advertising opportunities through existing customer communications

The first section of this paper investigates the impact of different media channels on the consumer, including television advertising, direct mail, direct Email and SMS advertising. It reveals that existing customer communications such as bills, statements and customer service letters top the survey commanding an average 38 seconds of consumer attention time. The second half of this report looks into the wastage of existing customer communications as an advertising tool. The research indicates that £365m of potential advertising opportunity is wasted by the financial services sector each year, which is the largest wastage of the industries surveyed. The retail banking sector wastes the highest proportion, with credit card issuers coming second. Direct insurance providers fare much better, although the number of customer interactions is far fewer than with credit card issuers or banks.