Fostering Consumer’ Acceptance of SMS-Based Mobile Advertising: A South Asian Perspective

Abstract

This study aims to investigate the drivers that foster the acceptance of SMS-Based Mobile Advertising among the consumers of Pakistan. The mobile industry in Pakistan is expanding quickly; mobile cellular density increased from 60.4% in 2009-10 to 82.08% in May 2023. Given the quick expansion of the mobile phone industry, advertisers worldwide have poured billions of dollars into SMS-based mobile advertising to draw in mobile consumers. On the other hand, these commercials are poorly received and elicit adverse reactions. Data was meticulously gathered and subjected to thorough CFA and SEM analysis. The model's acceptable fit is confirmed by SEM analysis, and path analysis supports the positive relationships between the endogenous construct and utility, context, and trust. Millennials view mobile devices as highly personal but find mobile advertising obtrusive. This study helps marketers to get insights into the phenomenon of how to raise consumer acceptability levels and help marketers accept their advertising initiatives' desired return on investment.