Consumers Perceptions and Attitudes towards SMS Mobile Marketing in New Zealand

Carroll, Amy; Barnes, Stuart J.; Scornavacca, Eusébio

doi:10.1109/icmb.2005.30

Cited by 31 publications

(28 citation statements)

References 6 publications

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“…The proposed model of the study was empirically verified by succeeding researchers (Carroll, Barnes, & Scornavacca, 2005). A strong preference has been discovered for the network operators to function as media owners and hold permission to send SMS advertisement (Enpocket, 2002).…”

Section: Permissionmentioning

confidence: 96%

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

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Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizing this medium of advertisement quite frequently. Rapid increase of the usage of mobile phones has developed an innovative way of utilizing this marketing tool. Due to the exponential growth in telecommunication industry after introduction of SMS and MMS, this study has been conducted to investigate the consumer attitude towards SMS advertisement and its relationship with behavior. Entertainment, irritation, product involvement and appeal were used in order to investigate the attitude of the consumer. A questionnaire was used to examine the relationships among variables of the study. Overall 350 usable responses were gathered. SEM was used to obtain the results of the overall model. Results of the study indicate that (1) product involvement, appeal and entertainment have a positive impact on attitude towards advertisement. Only irritation was found to be negatively insignificant. (2) Relationship between consumer attitude towards SMS advertising and attitude was positively significant. (3) Positive and direct relationship between attitude and consumer behavior was also found. (4) Permission appeared to be significant on consumer attitude towards mobile advertisement, which confirmed that prior permission is required to gain the positive response of the consumer. (5) Consumers are attracted by rewards therefore monetary benefits was also found to be a significant factor.

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Section: Permissionmentioning

confidence: 96%

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Aslam¹,

Batool²,

Haq³

2016

J. manag. sci.

View full text Add to dashboard Cite

show abstract

“…Gauging the infl uence of reference groups, Peter and Olson (2005) identifi ed two reference groups that contribute to the infl uence of the subjective norm: (1) normative groups, such as parents and peers (Fitzgerald & Arndt, 2002), and (2) comparative ones, such as idols (Childers & Rao, 1992). The theory of reasoned action (TRA) model (Fishbein & Ajzen, 1975), as well as its extension in the theory of planned behaviour (TPB) model (Ajzen, 1991), and the TAM2 model (Venkatesh & Davis, 2000) provide the rationale for linking the subjective norm to behaviour towards mobile advertising.…”

Section: Subjective Norm: Normative Reference Groupsmentioning

confidence: 99%

Cognitive-affective model of acceptance of mobile phone advertising

Pascual¹,

Borondo²,

Lara

2016

E+M

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“…This may provide an opportunity for marketers to treat their key customers in an exclusive and individualized manner and build enduring relationships with them. Additionally, prior researches (Kalinic & Marinkovic, 2016;Carroll, Barnes, & Scornavacca, 2005) also supported that consumers are more receptive and positive to those advertising messages which are according to their individualized needs. Consequently, it is anticipated that:…”

Section: Personalization and Consumer Attitudementioning

confidence: 85%

Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study

Haq¹,

Ghouri²

2017

jms.2014

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Abstract:Mobile advertising has gained substantial momentum in the past decade as it is expected to surpass more than 100 billion dollars in the near future. However, this domain seems to be insufficient in empirical testing. Hence, the aim of the current research was to empirically examine the determinants of mobile marketing having impact on consumers' attitude. These factors were also mediated by emotional value in order to accomplish consumers' related behavioral outcomes. A quantitative approach based upon a cross-sectional administered survey was employed to collect the data from 343 university going student as respondents. The Partial Least Square (PLS) two step path modeling was used to test the direct and indirect hypotheses. The results indicate that mobile advertising unique features (i.e., timeliness and personalization) directly and indirectly impact consumers' attitude through emotional value. On the contrary, localization element of mobile advertising has been found insignificant in influencing consumers' attitude. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future research recommendations are discussed consequently.

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Consumers Perceptions and Attitudes towards SMS Mobile Marketing in New Zealand

Cited by 31 publications

References 6 publications

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Attitudes and Behaviors of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy

Cognitive-affective model of acceptance of mobile phone advertising

Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study

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