Young consumers' motives for using SMS and perceptions towards SMS advertising

Purpose - The purpose of this paper is to examine young consumers' motives for using short message service (SMS), their SMS usage frequency, and their attitudes towards SMS advertising.Design methodology approach - Data were collected using convenience sampling via a self administered questionn...

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Bibliographic Details
Published in:Direct marketing : an international journal 2009-06, Vol.3 (2), p.97-108
Main Authors: Phau, Ian, Teah, Min
Format: Article
Language:English
Subjects:
Advertising
Advertising media
Cellular telephones
Communication
Consumer attitudes
Consumer behavior
Consumer behaviour
Consumers
Direct marketing
Discriminant analysis
Economics
Marketing
Markets
Messages
Mobile advertising
Mobile commerce
Mobile communication systems
Mobile communications networks
Perception
Portable computers
Service introduction
Short message service
Statistical analysis
Studies
Text messaging
Young adults
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Summary:Purpose - The purpose of this paper is to examine young consumers' motives for using short message service (SMS), their SMS usage frequency, and their attitudes towards SMS advertising.Design methodology approach - Data were collected using convenience sampling via a self administered questionnaire in a large Western Australia university. A total of 211 useable responses were collected and retained for analysis.Findings - Factor analysis on the motives for using SMS revealed seven factors. The results showed that convenience and economical reasons influence SMS usage frequency. Social involvement is also found to influence attitudes towards SMS advertising.Research limitations implications - The sample is only limited to young consumers in an Australian context. As such, limited generalization can be derived. Future research can look into cross cultural studies or other consumer segments.Practical implications - Marketers and advertisers can look into crafting relevant and targeted messages to reach young consumers. Furthermore, referrals can be another option to reach the young consumer market. Pricing strategies and integrating SMS advertising with other forms of media can be further explored.Originality value - Many prior studies have focused on an Asian or European context. Limited research has been done to investigate the relationship between motives for using SMS and attitudes towards SMS as an advertising tool.
ISSN:1750-5933
2040-7122
1750-5941
2040-7130
DOI:10.1108/17505930910964768