Impact of the Content Characteristic of Short Message Service Advertising on Consumer Attitudes

Lin, Hetong; Xing, Zhou; Chen, Zhankui

doi:10.2224/sbp.2014.42.9.1409

Cited by 21 publications

(16 citation statements)

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“…If consumers highly rate advertising value then they are more likely to have favorable attitudes towards the advertisements and vice versa. This result tallies with extant literature on consumer's attitudes to advertising such as Tsang, Ho, and Liang (2004); Petrovici and Marinov (2007) and Lin, Zhou and Chen (2014) amongst others.…”

Section: H4supporting

confidence: 85%

Factors Influencing Customers’ Attitude Towards SMS Advertisement: Evidence from Mauritius

Sannegadu

Gunesh

Dhuvandranand

et al. 2019

Studies in Business and Economics

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The purpose of this paper is to investigate factors influencing Mauritian consumers’ attitude towards SMS advertising. Based on the Uses and Gratifications (U&G) theory, a questionnaire was designed and administered among 277 University of Mauritius students using a survey method. Results showed a positive relationship between infotainment, credibility and SMS advertising value. Findings also revealed that advertising value had a positive impact on attitude towards SMS advertisement. Conversely, irritation had a negative relationship with the SMS advertising value. Therefore, marketing managers should present precise information to consumers in a pleasant and enjoyable way. Offensive, insulting and frustrating elements in SMS adverts that can irritate consumers should be avoided. These findings have managerial implications for marketing practitioners in creating and implementing effective SMS marketing campaigns to tap into the benefits of using mass advertising.

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Section: H4supporting

confidence: 85%

Factors Influencing Customers’ Attitude Towards SMS Advertisement: Evidence from Mauritius

Sannegadu

Gunesh

Dhuvandranand

et al. 2019

Studies in Business and Economics

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“…Zhang and Mao ( 2008 ) held that perceived informativeness and perceived entertainment were components of perceived utility, and Rohm et al ( 2012 ) explored the issue of whether perceived utility was a determinant of attitude toward mobile marketing. Furthermore, recent research showed that advertisements with more information than usual and a high level of entertainment can be readily accepted (Lin et al, 2014 , 2016 ).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

Lin

Chen

2017

Front. Psychol.

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Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps), has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing effect. In the context of a promotion focus vs. a prevention focus, we used Higgins' regulatory focus theory combined with Ajzen's TPB and Herzog's U&G to analyze the mechanism by which consumers formulate an intention to purchase in a mobile advertising context. This empirical study surveyed 320 consumers who had made a purchase using a mobile shopping app in the previous month. The results showed that infotainment, irritation, and subjective norms were significantly associated with attitudes; in turn, attitudes mediated the impact of these three factors on the intention to purchase. Moreover, a high promotion focus not only strengthened the positive effect of infotainment on attitudes but also intensified the mediation effect of attitudes between infotainment and the intention to purchase. A high prevention focus also consolidated the negative effect of irritation on attitudes as well as reinforced the mediation effect of attitudes between irritation and the intention to purchase. Furthermore, attitudes, subjective norms, and perceived behavioral control collectively impacted the intention to purchase. These findings shed light on ways to customize goods information in mobile advertising and have strong theoretical and practical implications.

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“…Content marketing implies the creation of content whose primary goal is to make an impression, produce a relevant value and place an idea of a product or service in that manner for a particular target group. In the literature, content relevance is treated as the usefulness of information for the consumer [20]. In order to ensure brand management in a virtual space, there is a constant need for offering new, relevant content and maintaining regular contact with the buyer [21].…”

Section: Literature Reviewmentioning

confidence: 99%

Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small- and Medium-Sized Enterprises Sector in the Republic of Serbia

Brzaković¹,

Brzaković²,

Karabašević³

et al. 2021

Sustainability

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Understanding users’ needs, the continuous growth of the quality of a rendered service, and the differentiation of services is imperative in order to attract new users and retain the existing ones. Numerous authors have conducted different empirical research studies to this day, and those studies have mainly dealt with the influence of the quality of services on user satisfaction and loyalty. This paper has made a step forward by including in the research an analysis of the influence of certain elements of digital marketing activities on service quality variables. The research study is aimed at determining how digital marketing elements influence service quality variables in the small- and medium-sized enterprises sector (SMEs) in the Republic of Serbia. This research study should help perceive the interdependence and the degree of the influence between the said elements, which may be helpful to managers of SMEs for preparing the plans, strategies and good practices that increase user satisfaction and loyalty.

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Impact of the Content Characteristic of Short Message Service Advertising on Consumer Attitudes

Cited by 21 publications

References 0 publications

Factors Influencing Customers’ Attitude Towards SMS Advertisement: Evidence from Mauritius

Factors Influencing Customers’ Attitude Towards SMS Advertisement: Evidence from Mauritius

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small- and Medium-Sized Enterprises Sector in the Republic of Serbia

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