Jaipuria International Journal of Management Research

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Theoretical Framework and Empirical Study: Consumer Acceptance of SMS Advertising


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1 Parul University, P.O.Limda, Ta.Waghodia, Dist. Vadodara, Gujarat - 391760, India
     

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The advent of Mobile phone device created revolution and added another medium of communication. This device is also used as SMS marketing device. Mobile marketing is marketing on or with a mobile device, such as a smart phone. But this study intends to relate several of these scattered opportunities and threat to give a coherent understanding of the factors leading to growth of mobile advertisement, and its attitude towards the advertisement, thereby trying to fill a gap in the existing literature in Indian markets context. Moreover, since this study concentrated only on SMS advertising, future research could focus on how consumers perceive the other possibilities offered by the mobile phone. One of the limitations of this study was lack of enough related literary items about SMS ads. Another limitation was verifying the best method to choose sample group and determining sample size. The study demonstrated that most types of mis-perceptions predicted perceived usefulness of mobile advertising with suggestions and implications. SMS-based mobile advertisements and the relationships among attitude, intention, and behaviour. As the empirical data show, the respondents held negative attitudes about receiving mobile ads. This may have been because they found mobile adds irritating, given the personal, intimate nature of mobile phones. Their attitudes were favourable if advertisements were sent with permission.

Keywords

SMS Advertising, Consumer Acceptance.
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  • Theoretical Framework and Empirical Study: Consumer Acceptance of SMS Advertising

Abstract Views: 366  |  PDF Views: 1

Authors

Bijal Zaveri
Parul University, P.O.Limda, Ta.Waghodia, Dist. Vadodara, Gujarat - 391760, India

Abstract


The advent of Mobile phone device created revolution and added another medium of communication. This device is also used as SMS marketing device. Mobile marketing is marketing on or with a mobile device, such as a smart phone. But this study intends to relate several of these scattered opportunities and threat to give a coherent understanding of the factors leading to growth of mobile advertisement, and its attitude towards the advertisement, thereby trying to fill a gap in the existing literature in Indian markets context. Moreover, since this study concentrated only on SMS advertising, future research could focus on how consumers perceive the other possibilities offered by the mobile phone. One of the limitations of this study was lack of enough related literary items about SMS ads. Another limitation was verifying the best method to choose sample group and determining sample size. The study demonstrated that most types of mis-perceptions predicted perceived usefulness of mobile advertising with suggestions and implications. SMS-based mobile advertisements and the relationships among attitude, intention, and behaviour. As the empirical data show, the respondents held negative attitudes about receiving mobile ads. This may have been because they found mobile adds irritating, given the personal, intimate nature of mobile phones. Their attitudes were favourable if advertisements were sent with permission.

Keywords


SMS Advertising, Consumer Acceptance.

References





DOI: https://doi.org/10.22552/jijmr%2F2018%2Fv4%2Fi2%2F177075