Influence of SMS Advertising on Consumer Behavioral Intention

Abstract

Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of mobile advertising, i.e., SMS advertising. Based on the theory of planned behavior, the authors explore the influence of SMS advertising on the consumer behavior in China. Participants are Chinese students and office workers. The results indicate that (a) the perceived infotainment and credibility have a positive significant effect on consumer attitudes, whereas irritation has a negative significant effect on consumer attitudes; (b) attitudes, subjective norms, and perceived behavior control have significant effects on the intention to use; (c) attitudes also mediate the relationship between subjective norms and intention to use; and (d) men and women pursue different paths to influence the intention to use. Based on the above results, theoretical and practical implications are also discussed in this study.

Impact of mobile advertising wearout on consumer irritation, perceived intrusiveness, engagement and loyalty: A partial least squares structural equation modelling analysis

“…Offline wearout has a negative effect on consumers' attitudes towards advertising and/or marketing messages of a brand or firm (Royo-Vela & Meyer, 2016). Amongst other perceptions, perceived privacy invasion can change the effect of marketing campaigns from positive to negative attitudes towards the firm or brand (Mahmoud, Grigoriou, Fuxman, & Reisel, 2020;Tsai, Egelman, Cranor, & Acquisti, 2011;Tucker, 2014) and can cause irritation towards the campaigner (Lin & Chen, 2015;Mahmoud, 2015).…”

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

“…In this study, these three variables were used to investigate the consumer's intention to purchase the advertised product. These variables have been used in several previous studies to explore online consumer behavior intention (Luarn and Lin, 2005 ; Kim et al, 2011 ; Lin and Chen, 2015 ).…”

“…Most of these studies primarily involved Western consumers and are more directed toward traditional and internet marketing environments. Relatively little research exists on Asian consumers in the mobile marketing environment (Zhang and Mao, 2008 ; Lin and Chen, 2015 ). This study focused on the different motivations of Chinese consumers in response to mobile text advertising and explored the manner in which a promotion focus or a prevention focus can affect purchasing decisions.…”

Specificities Introduced by Mobile Phones in the Relationship Between Children and Commercial Content

“…Relevant predictors of interaction are elements such as ad format (Feng et al, 2016) and type of product or service advertised (Lee et al, 2017;Lin & Chen, 2015), which is undoubtedly connected to the aspirations this audience holds regarding more personalized browsing experience. This may be related to the fact that mobile phones provide an independent and individual browsing experience.…”

“…Feng et al (2016) argue that advertising format in the mobile context (for example, banners, video, in-app ads) can moderate the relationship between content and user attitude, and thus format can be considered a moderating variable. Likewise, Lin and Chen (2015) and Lee et al (2017) refer to the relevance of the type of product being advertised as variable when analyzing the response of those exposed to advertising.…”