The Study of Customer Attitudes towards SMS Advertisements

Tekkanat, Egemen; Topaloğlu, Murat

doi:10.1016/s2212-5671(16)30237-4

Cited by 7 publications

(3 citation statements)

References 6 publications

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“…SMS marketing has been an important marketing tool as it can be customized according to place, time and interests of consumers. It is a fast and effective marketing tool which uses the short message services to maintain the customer relations [9]. SMS marketing has identified by marketers as a cost-effective way to deliver messages to consumers [10].…”

Section: Sms Marketingmentioning

confidence: 99%

“…The study [9] determined the customer attitudes towards SMS advertisements. In this study, university students' ages, genders, the number of SMS ads they receive on mobile phones per week, the attitudes they have towards ads and special offers they received on the phone, the amount and frequency of shopping they do per month were investigated.…”

Section: Consumer Attitudes and Mobile Marketing Initiativesmentioning

confidence: 99%

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Mobile Marketing Initiatives on Consumer Attitudes and Buying Behaviour of Young Consumers in Sri-Lanka

Shahina

Sachitra

2021

AJARR

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Purpose: Mobile marketing is act as a phenomenon of great impact and relevance for marketing communications because it provides a continuous access to the consumer “anytime and anywhere”. Development of mobile marketing has become a greater opportunity to maintain an interactive and meaningful communication with customers for businesses, especially within the young generation. Young consumers are not homogeneous audiences for mobile marketing as their usage patterns and attitudes are widely depending on their social background, technological literacy and urban/rural lifestyles. The main objective of this study is to examine the influence of innovative mobile marketing services on customer attitudes and buying behaviours of young consumers in Sri-Lanka. Method: Quantitative approach was used to investigate the specific research objective followed by explanatory research design. The sample size for this study was 130 undergraduates attached to university of Sri Jayewardenepura. Survey method was used to collect the data and a structured questionnaire was utilised as a data collection tool. Findings: Multiple regression analysis results revealed the statistically significant relationships between mobile marketing initiatives (mobile app marketing and SMS marketing) and customer buying behaviour. The regression-based path analysis results indicated that customer attitudes mediate the relationship between mobile app marketing and customer buying behaviour. The path analysis on SMS marketing, customer attitudes and consumer buying behavior revealed that there was no mediating effect of customer attitudes for the relationship between SMS marketing and customer buying behaviour. Research Implications: Mobile marketing initiatives provide marketers and business to connect more closely to customers. It is important for the marketers to know the influence of mobile marketing initiatives on the consumer buying attitudes and behaviours whether they are positive or negative.

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Section: Sms Marketingmentioning

confidence: 99%

Section: Consumer Attitudes and Mobile Marketing Initiativesmentioning

confidence: 99%

Mobile Marketing Initiatives on Consumer Attitudes and Buying Behaviour of Young Consumers in Sri-Lanka

Shahina

Sachitra

2021

AJARR

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“…It is regarded as a central utility that customers of all ages need in their everyday lives. Mobile marketing helps marketers to utilise and enhance product and service awareness and build connections between them and customers (Dehkordi, Rezvani, Rahman, Fouladivanda & Faramarzi Jouya, 2012;Tekkanat & Topaloglu, 2016). According to Coursaris, Sung and Swierenga (2010) there will be over 55 million mobile devices in 2020 in use, which will allow consumers besides making calls and sending messages to acquire products and services, at any time and any place.…”

Section: Introductionmentioning

confidence: 99%

Applying Technology Acceptance Model to Investigate the Use of Smartphone Advertising in Malaysia

Jan

Jager

Ameziane

et al. 2019

JEBS

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The rapid development of internet, mobile information technologies and communications keep offering unprecedented concepts in the way people use new technology and communicate information. This also applies to Malaysia where this study was performed. The main objective of this paper is to investigate which factors affect the use of smartphone advertising most. For this purpose, four main services providers, namely, U-mobile, Maxis, DiGi and Celcom, were selected for data collection. A self-administered questionnaire was distributed through a convenience sampling to 400 smartphone users in a pre-defined area of Malaysia. Three hundred and forty usable questionnaires were used for the purpose of the data analysis. First, descriptive analysis is undertaken followed by a reliability test and exploratory factor analysis. Second, a two-step structural equation modelling approach is adopted where confirmatory factor analysis (CFA) was conducted followed by hypotheses testing. The results indicate that perceived usefulness has a stronger impact on attitude towards smartphone advertising followed by subjective knowledge. Furthermore, attitude towards smartphone advertising also resulted in a significant influence on the use of smartphone advertising. The findings of this study not only contribute to the knowledge but could also assist policymakers with informed decisions about market penetration.

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