Drivers of SMS advertising acceptance: a mixed-methods approach

Bakr, Yousra; Tolba, Ahmed; Meshreki, Hakim

doi:10.1108/jrim-02-2018-0033

Cited by 26 publications

(27 citation statements)

References 54 publications

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“…Otherwise, researchers documented that when informative support in advertisements satisfies customer needs through the understanding of products, they would reach higher trust in advertisers (Bakr et al, 2019). If older people receive COVID-19-related informative support, they will have interests and strengthen believability to formers.…”

Section: Informative Support (Sup)mentioning

confidence: 99%

How social media fosters the elders' COVID-19 preventive behaviors: perspectives of information value and perceived threat

Nguyen

2021

LHT

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PurposeAlthough crisis communication via social media has engaged academia's attention during the disease outbreak, information value for preventive behaviors is inadequately studied. The purpose of this paper is to cast light on how to strengthen the uptake of older people's coronavirus disease 2019 (COVID-19) behavioral outcomes due to information value and perceived threat through social media.Design/methodology/approachThis study designs a survey and applies structural equation modeling to examine a research framework. A sample comprises 334 Vietnamese older participants who have utilized social media.FindingsThe results illustrate that preventive behaviors are determined by perceived threat (i.e. severity and susceptibility). Furthermore, older people heighten risk perceptions based on information characteristics, including information relevance, informative support and source credibility. Lastly, information relevance is a strong predictor of source credibility.Practical implicationsThe findings assist practitioners to enhance crisis communication effectiveness via social media by imparting valuable information to the public. Moreover, this paper offers overarching guidelines on the improvement in credibility with creators, risk consciousness and preventive behaviors.Originality/valueAlthough earlier studies focused attentiveness on the power of social media for raising threat perceptions, this work seems the first to unveil informative motives for perceived COVID-19 threat across older individuals, which subsequently presents plausible reasons for behavioral disclosure, including facemask-wearing, hand-washing and social distancing.

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Section: Informative Support (Sup)mentioning

confidence: 99%

How social media fosters the elders' COVID-19 preventive behaviors: perspectives of information value and perceived threat

Nguyen

2021

LHT

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“…The usage frequency of consumption-related communication, whether formal or informal, is generally dependent on the extent to which such communication is perceived to be of value in consumption-related decision-making (Park and Lee, 2009). This perceived value refers to the overall representation of the worth of consumption-related communication (Zeng et al, 2009;Ducoffe, 1996), where consumption-related communication that is perceived as being of value is associated with a positive attitude towards that communication (Bakr et al, 2019), and therefore, the active use of that communication (Bailey et al, 2018;Park and Lee, 2009). A potentially useful model to help understand the usage frequency of online consumer reviews is the Ducoffe (1996) advertising value model.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Antecedents of Generation Y consumers’ usage frequency of online consumer reviews

Bevan-Dye¹

2020

SJME

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Purpose The purpose of this paper is to examine the influence of perceived information and entertainment value, perceived credibility and perceived value on Generation Y consumers’ usage frequency of online consumer reviews. Design/methodology/approach The paper proposes and tests, with structural equation modelling analysis of moment structures, a research model using data from a large sample of Generation Y consumers. Findings The results confirm that Generation Y consumers perceive online reviews to be informative, entertaining, credible and valuable, and that they frequently consult such reviews. More specifically, the empirical analysis confirms that perceived information value, perceived entertainment value and perceived credibility significantly influenced the perceived value that Generation Y attach to online consumer reviews, which, in turn, was a significant predictor of their usage frequency of such reviews. Practical implications The results highlight the strategic importance of integrating online consumer reviews into the marketing communication mix when targeting Generation Y, together with the necessity of having filtering mechanisms to ensure that only authentic reviews are published and the need to implement tactics to ensure that such reviews are informative and entertaining and, consequently, of value. Originality/value This study contributes to marketers’ comprehension of strategically using online consumer reviews when targeting the Generation Y segment.

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“…According to the findings, personalization is one of the critical variables that can attract consumers to open and read the advertisement on the SMS. According to Bakr et al (2019), perceived value is crucial to the attitude towards SMS ads. Kupor and Tormala (2015) in their research reveals that interruptions that temporarily disrupt a persuasive message, can increase consumers' processing of that message.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Drivers and barriers of permission-based marketing

Bhatia¹

2020

JRIM

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Purpose This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing. Design/methodology/approach A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent response rate. The researcher has used structural equation modelling to test the causal relationships among the constructs. Findings The results of the study indicate that increase in personal relevant messages, perceived monetary incentives and perceived entertainment increases consumers’ attitude towards permission based marketing, whereas increase in perceived registration effort decreases consumers’ attitude towards permission based marketing. Furthermore, contrary to the existing literature, perceived consumer empowerment, perceived intrusiveness and perceived privacy issues have no significant relationship with the attitude towards permission marketing. The findings are based on a particular region in India, so it may be different from previous studies. Research limitations/implications The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results. Practical implications The research can assist the companies going for promotions through mobile and internet. It provides important findings, which can help them to formulate better promotional strategies. Originality/value Fewer research studies have been done to examine the motivating and dissuading factors developing consumers’ attitude towards permission based marketing, therefore, the present research is conducted. After intensely reviewing the available literature, the factors were carefully chosen.

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Drivers of SMS advertising acceptance: a mixed-methods approach

Cited by 26 publications

References 54 publications

How social media fosters the elders' COVID-19 preventive behaviors: perspectives of information value and perceived threat

How social media fosters the elders' COVID-19 preventive behaviors: perspectives of information value and perceived threat

Antecedents of Generation Y consumers’ usage frequency of online consumer reviews

Drivers and barriers of permission-based marketing

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