SMS Advertising & its Impact on Consumer Purchase Intention: A Comparative Study of Adults and Young Consumers in Pakistan

Abstract

The growing technological advancement and marketing strategies are creating great competition between companies. Marketers constantly focus on developing attractive marketing strategies to promote their products and services to increase their customer base. SMS marketing lies in one of these strategies of marketers to reach each individual in order to make them their loyal consumers by offering their required products or services. As there are different kinds of consumers with different needs, consumption styles and preferences. And every country has its own culture, lifestyle, and consumer perceptions. This study covers the importance of SMS advertising and to know the responses of Pakistani youth and adults towards SMS advertising. Messages sent by advertisers to inform about their product, new innovation or launch are not accepted everywhere by some people. The aim of this study is to determine the acceptance and rejection attitudes of youth and adults towards SMS advertising and how SMS advertising influences consumers to purchase the product.

Examining the Perspectives of University Students Towards Mobile Advertising and Marketing: A Review

“…In the survey, 24.5% of students occasionally read the marketing messages, while 4.1% read them immediately. The study's findings conflict with those of Siraj, Syed and Sultan (2021), who discovered that 94% of mobile-sent marketing messages were viewed by the intended recipients. It's worth noting that while all pocket study participants agreed to receive third-party marketing communications by SMS, not a single Xiamen University student did so.…”

The Influence of Short Message Services (SMS) Advertisements on Purchase Intentions by Mobile Telecommunication Consumers in Tanzania

“…This result corresponds to the Qu and Huang (2014) suggest that SMS advertisement stimulates demand and hence positively influences consumer purchase intention. This study's results match with those of Siraj, et al, (2021) found that SMS advertisements significantly influence consumer purchase behavior based on youth as a sample size. The result can be associated with the AIDA model which asserts that consumers' desire for advertisement stimulates purchase intention.…”

Neuromarketing - Seeing the Unseen: Effect of In-Store Category Artwork, Structures and Packaging on Shopper’s Buying Behaviors in Pakistan

“…We begin our evaluation by examining their use in analyzing existing in-store item packaging, their source of inspiration, and planograms as site planning tools to capture the crowd's revenue and develop plans with sway (Nazir et al, 2021). There has been considerable research in Vision Science and Computer Vision (Kumar, 2018), to develop hypotheses about visual considerations that are converted into numerical conditions and calculations that make precise predictions about where individuals will initially look when confronted with complex scenes such as shopping centers, roads, magazine pages, and pages containing publicizing content (Siraj et al, 2021). Visual consideration displaying has begun to migrate from research laboratories to corporate programming contributions by businesses like 3M in the most recent couple of years.…”