Consumer Responses to SMS Advertising: Antecedents and Consequences

Mobile phone advertisements, in the form of text messages (SMS, or short message service), have been recognized as an important form of product promotion. The purpose of this paper is to investigate factors that influence the effectiveness of SMS advertising by using a hierarchy of effects approach....

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Bibliographic Details
Published in:International journal of electronic commerce 2013-10, Vol.18 (1), p.105-136
Main Authors: Drossos, Dimitris A., Giaglis, George M., Vlachos, Pavlos A., Zamani, Efpraxia D., Lekakos, George
Format: Article
Language:English
Subjects:
Advertising
Advertising effectiveness
attitude
Attitudes
Consumer attitudes
Effectiveness studies
Mobile advertising
purchase intention
Simulation
SMS
Text messaging
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Summary:Mobile phone advertisements, in the form of text messages (SMS, or short message service), have been recognized as an important form of product promotion. The purpose of this paper is to investigate factors that influence the effectiveness of SMS advertising by using a hierarchy of effects approach. We employ a simulated experiment with 736 respondents to examine how consumers react to SMS advertisements and identify factors that influence their attitude toward the ad, their attitude toward the brand, and their purchase intention. Perceived ad credibility, attitude toward mobile advertising, message appeal, argument quality, incentive, product involvement, and interactivity were found to be antecedents of the attitude toward the ad. Moreover, there is a clear link between attitude and behavioral intention. The study is among the first to provide an experimental-based assessment and a unified model linking consumer attitudes toward mobile text ads with brand attitudes and purchase intentions.
ISSN:1086-4415
1557-9301
DOI:10.2753/JEC1086-4415180104