Sms Advertising in India: is Tam a Robust Model for Explaining Intention?

Abstract

This study examined mobile users’ intentions to receive SMS advertising in India using Technology Acceptance Model (TAM) as a research framework. 242 respondents completed a structured questionnaire, measuring their responses to the TAM’s five constructs. Using Structural Equation Modeling (SEM) both measurement model and structural model testing was done to analyze the data. The findings suggested that specified TAM model contributed to 81.8% of variance in the intention to receive SMS advertising and was a valid model in explaining the intention to receive SMS advertising. The study indicated that perceived utility was a much better predictor of attitude towards SMS advertising than perceived ease of use and perceived trust. The study suggested that in order to increase acceptance of SMS advertising marketers should focus more on increasing utility of SMS ads, so that users would develop positive attitudes towards SMS advertising.

Mobile Banking Services with Financial Performance on Commercial Banks in Kenya

“…As shown by the regression line established above, holding all the entire independent variable constant, financial performance of commercial banks in Kenya will be 0.513. As shown from the study results, holding all other variables constant, a decrease in short message service will lead to a decrease on financial performance of commercial banks in Kenya by 0.043 This study is in agreement with the findings of Bamoriya and Singh (2012) who established from the study that text messages are becoming an important part of banking for many people. In the study they found out that most people opt to receive alerts from their banking institutions through text message.…”

“…This study did not specifically cover the impact of m-banking services on the return on investment of financial institutions which was the area focused in the current study. Another study on SMS effect on financial performance was carried out by Bamoriya and Singh (2012) who established from the study that text messages are becoming an important part of banking for many people. In the study they found out that most people opt to receive alerts from their banking institutions through text message.…”

Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach

“…These arguments and findings strongly suggest that SMSs are still the best choice for one-to-one information sharing. These benefits of SMSs make it one of the most effective ways for marketers to reach prospective and existing consumers (Bamoriya, 2012). Features such as the portability, reachability, and ubiquity of mobile phones make SMSs unique and attractive to marketing companies, meaning that, in the age of the smartphone, such companies are still emphasizing the use of SMS advertising in their crossmedia advertising strategy.…”

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

“…In the past, numerous researchers from around the world have examined the relationship between consumer acceptance of mobile advertising and the various factors that affect this level of acceptance in numerous nations, including Africa, Bangkok, Canada, China, Finland, Germany, Korea, India, Indonesia, Iran, Malaysia, Romania, and Spain. The acceptance of mobile advertising by consumers is influenced by a wide range of factors in Taiwan, Tunisia, the US, and many other countries (Martin-Consuegra et al, 2015;Hsiao & Chang, 2014;Farnes, 2013;Bamoriya & Singh, 2012). Several elements, variables, or predictors have been explored in this section, such as utility, contextual utilization, positive attitude, ease of use, privacy, control, satisfaction, sacrifice, and trust.…”