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Predictors of Consumer Attitudes towards SMS Advertising

2015; Volume: 24; Issue: 2 Linguagem: Inglês

1019-567X

Michael Humbani, Theuns Kotzé, Yolanda Jordaan,

Privacy, Security, and Data Protection

This study investigates the predictors of consumers' attitudes towards SMS advertising. The results of the study provide empirical evidence that mobile SMS advertising is a bona fide and effective medium of communication for marketing purposes. The findings from a convenience sample of adults suggest that personalised infotainment of SMS advertising, fear of spamming and perceived knowledge are significant predictors of consumers' attitudes towards SMS advertising. The study shows that consumers respond positively to SMS advertising that is informative, entertaining and personalised. Consumers who have better knowledge of the use of mobile phones have a more favourable attitude towards SMS advertising than those who do not. The results also indicate that consumers' fear of spamming is negatively related with their attitudes towards SMS advertising. In order to create a sustainable competitive advantage, obtaining consumer consent for SMS advertising is the first step towards the success of SMS campaigns, followed by advertisements that are relevant to consumers' needs and interests presented in an informative and entertaining manner.