Drivers of three SMS ad responses

Riquelme, Hernán; Rios, Rosa E.; Enezi, Saleh O Al

doi:10.1057/jt.2011.14

Cited by 6 publications

(2 citation statements)

References 23 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The results of the two studies should be useful to marketers, as they cover a wider spectrum of age groups, reflecting their respective attitudes towards SMS advertisements. Many local and international studies have been conducted to examine consumer attitudes towards SMS advertisements and several factors have been empirically tested (Riquelme et al, 2011;Unal, Ercis & Keser, 2011). Despite these studies, no study has focused on the adult population.…”

Section: Consumers' Attitudes Towards Sms Advertisementsmentioning

confidence: 99%

The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements

Humbani

Jordaan

2022

JCSA

View full text Add to dashboard Cite

The exponential growth in the use of mobile phones has seen companies investing heavilyin mobile marketing to exploit the advertising opportunities presented by this medium. Thisstudy investigated the role that gender, household income and age play with regard to factorscontributing to the attitudes of consumers towards SMS advertisements. The contributingfactors reviewed in this study are content appeal, perceived personalisation, interactivity of SMSadvertisements, attitudes towards advertising in general, consumers’ innovativeness, perceivedconsumer knowledge, perceived control, fear of spamming, perceived incentives and locationbasedadvertising. A convenience sample was drawn from staff and students of three privateinstitutions of higher learning. The findings indicate that gender, household income and agetend to affect consumers’ attitudes towards SMS advertisements. More specifically, of all thecontributing factors, household income emerged as the most significant differentiator.

show abstract

Section: Consumers' Attitudes Towards Sms Advertisementsmentioning

confidence: 99%

The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements

Humbani

Jordaan

2022

JCSA

View full text Add to dashboard Cite

show abstract

“…Consumer profile elements: Attitudes towards SMS advertising in general. The relationship between attitude and acceptance of SMS advertisements has already been tested in previous research, and a strong correlation was found between the variables [5], [31], [38]. Since attitude is a "learned predisposition of human beings" [13], an individual will respond to an object, an idea, opinions or a number of other stimuli.…”

Section: Predicting Factors Of Consumer Attitudes Towards Sms Advertisingmentioning

confidence: 99%

Factors that Predict Attitudinal Grouping towards SMS Advertising

Humbani

Jordaan

2018

Int. J. Interact. Mob. Technol.

View full text Add to dashboard Cite

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.

show abstract