Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)

Mohammed Almossawi

Authors

Mohammed Almossawi

Keywords:

mobile marketing, SMS advertising, mobile advertising channel, advertising effectiveness, SMS credibility, SMS informativeness, SMS irritation, SMS pe

Abstract

Mobile advertising gives companies an opportunity to directly communicate with their consumers beyond the boundaries of time and space. Although mobile advertising is emerging as a promising advertising channel, its effectiveness is still uncertain and requires more investigation. This paper recruited 247 young mobile users in Bahrain and analyzed their reactions to and perceptions of SMS advertising. The study found that these young consumers' attitudes towards SMS advertising were determined by five SMS attributes: entertainment value, informativeness, credibility, personali-zation, and irritation level. The study also found that attitude plays a significant role in determining consumers' future buying behavior, in terms of their intention to use SMS advertising as well as their word-of-mouth (WOM) response to it.

Downloads

How to Cite

Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain). (2014). Global Journal of Management and Business Research, 14(21), 57-71. https://journalofbusiness.org/index.php/GJMBR/article/view/

Download Citation

References

David Aaker, Donald Bruzzone (1985) Causes of Irritation in Advertising. 49(2), 47-57. https://doi.org/10.1177/002224298504900204

D. Aaker, V. Kumar, G. Day (1995) Marketing Research. A book published.

M. Aamir, W. Ikram, M. Ali, A. Hasnu, K. Zaman (2013) Impact of short message advertising (SMS) on purchasing behavior of customer: a case study of Pakistan. 1(3), 67-70.

R. Ahluwalia, H. Unnave, R. Burnkrant (1999) Towards understanding the value of a loyal customer: an information-processing perspective.

M. Ahmadi, G. Masrour, M. Khaksar (2013) The study of peoples' attitude and response toward receiving SMS advertising. 242-247.

Robert Aitken, Brendan Gray, Robert Lawson (2008) Advertising effectiveness from a consumer perspective. 27(2), 279-297. https://doi.org/10.1080/02650487.2008.11073055

I. Ajzen (1985) From intentions to actions, a theory of planned behavior, in Kuhl, J. and Beckmann, J. (Eds), Action Control from Cognition to Behavior.

Icek Ajzen (1991) The theory of planned behavior. 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t

Abbas Albarq (2014) Measuring the Impacts of Online Word-of-Mouth on Tourists' Attitude and Intentions to Visit Jordan: An Empirical Study. 7(1), 14-22. https://doi.org/10.5539/ibr.v7n1p14

Eugene Anderson (1998) Customer Satisfaction and Word of Mouth. 1(1), 5-17. https://doi.org/10.1177/109467059800100102

A. Anderson (2000) Wireless advertising effectiveness, evaluation of an SMS advertising trial, ed_eff pdf. http://webhhs.se/cic/cources/underbridge/wireless_ed_effpdf

Eugene Anderson, Vikas Mittal (2000) Strengthening the Satisfaction-Profit Chain. 3(2), 107-120. https://doi.org/10.1177/109467050032001

E. Anderson, B. Weick (1989) Determinants of Continuity in Conventional Industrial Channel Dyads. 8(4), 310-323. https://doi.org/10.1287/mksc.8.4.310

S. Balasubramanian, A. Roberts, S. Jarvenpaa (2002) Exploring the Implications of M-Commerce for Markets and Marketing. 30(4), 348-361. https://doi.org/10.1177/009207002236910

Hemant Bamoriya, Rajendra Singh (2012) Sms Advertising in India: is Tam a Robust Model for Explaining Intention?. 3(1), 89-101. https://doi.org/10.15388/omee.2012.3.1.14277

Stuart Barnes (2003) Wireless digital advertising: nature and implications. 21(3), 399-420. https://doi.org/10.1080/02650487.2002.11104939

Patrick Barwise, Colin Strong (2002) Permission-based mobile advertising. 16(1), 14-24. https://doi.org/10.1002/dir.10000

R. Bauer, S. Greyser (1968) Advertising in America consumer view, Boston, MA.

H. Bauer, S. Barnes, T. Reichrdt, M. Neumann (2005) Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. 6(3), 62-66.

H. Bauer, T. Reichrdt, S. Barnes, M. Neumann (2005) Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. 6(3), 181-192.

R. Bolton, K. Lemon, P. Verhoef (2004) The theoretical underpinnings of customer and management. 32(3), 271-292.

P. Bone (1992) Determinants of word-of-mouth communications during product consumption. 19(4), 579-583.

L. Brackett, B. Carr (2001) Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. 41(5), 23-32.

J. Brehm (1972) Response to loss of freedom: theory of psychological reactance.

A. Carroll, S. Barnes, S. Scornavaka, K. Fletcher (2007) Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand. 26(1), 79-98. https://doi.org/10.1080/02650487.2007.11072997

E. Carter (2008) Mobile marketing and generation Y African-American consumers: the issues and opportunities. 3(1), 62-66.

H. Chowdhurry, N. Parvin, C. Weiteberner, M. Becker (2006) Consumer attitude toward mobile advertising in an emerging market: an empirical study. 1(2), 33-42.

Fred Davis, Richard Bagozzi, Paul Warshaw (1989) User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. 35(8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982

C. Dennis, B. Merrilees, C. Jayawardhena, L. Wright (2009) E‐consumer behaviour. 43(9/10), 1121-1139. https://doi.org/10.1108/03090560910976393

S. DeZoysa (2002) Mobile advertising needs to get personal. 36(2), 8.

A. Dickinger (2005) Diffusion and success factors of mobile marketing. 4(2), 159-173.

A. Dickinger, J. Murphy, A. Scharl (2005) ‗Diffusion and success factors of mobile marketing. http://www.ecoresearch.net/download/pulications/05-ecra.pdf

Robert Ducoffe (1995) How Consumers Assess the Value of Advertising. 17(1), 1-18. https://doi.org/10.1080/10641734.1995.10505022

R. Ducoffe (1996) Advertising Value and Advertising on the Web. 36, 21-36.

J. Easton (2002) Going wireless: transforming your business with mobile technology. 108.

W. Fan, M. Gordon, P. Pathak (2005) Effective profiling of consumer information retrieval needs: a unified framework and empirical comparison. 4.

M. Fishbein, I. Ajzen (1975) Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. A book printed.

Mark Frolick, Lei-Da Chen (2004) Assessing M-Commerce Opportunities. 21(2), 53-61. https://doi.org/10.1201/1078/44118.21.2.20040301/80422.8

D. Huffman, T. Novak (1996) Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. 60(3), 50-68. https://doi.org/10.1177/002224299606000304

Jacob Goldenberg, Barak Libai, Eitan Muller (2001) Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth. 12(3), 211-223. https://doi.org/10.1023/a:1011122126881

M. Gordon, K. Lima-Turner (1997) Consumer attitudes towards internet advertising: a social contract perspective. 14(5), 354-375.

Ian Grant, Stephanie O'donohoe (2007) Why young consumers are not open to mobile marketing communication. 26(2), 223-246. https://doi.org/10.1080/10803548.2007.11073008

U. Gretzel, K. Yoo (2008) Use and impact of online travel reviews', In O'Connor, P., Hopkin, W. and Gretzel, U. (Eds). 35-46.

S. Greyser (1995) Corporate reputation: aid to growth and shield, Reputation Management. 73-74.

M. Hanley, M. Becker (2008) Cell phone usage and advertising acceptance among college students: a four-year analysis. 3(1), 67-80.

M. Hanley, M. Becker, J. Martinsen (2006) Factors influencing mobile advertising acceptance: will incentive motivate college students to accept mobile advertising. 1(1), 50-58.

D. Hernard (2002) Negative publicity: what companies need to know about public reactions. 8-12.

P. Highirian, A. Dickinger (2004) Identifying success factors of mobile marketing, proceeding of Association of Consumer Research.

P. Haghirian, M. Madlberger, A. Inoue (2008) Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes. 1-9.

J. Huang, B. Lee, S. Ho (2004) Consumer attitude toward gray market goods. 21(6), 598-614. https://doi.org/10.1108/02651330410568033

International Advertising Bureau (2008) IAB platform status report titled ―A mobile advertising overview‖. 1-21.

Mohammad Jalilvand, Abolghasem Ebrahimi, Neda Samiei (2013) Electronic Word of Mouth Effects on Tourists' Attitudes Toward Islamic Destinations and Travel Intention: An Empirical Study in Iran. 81, 484-489. https://doi.org/10.1016/j.sbspro.2013.06.465

M. Jalilvand, N. Samiei, B. Dini, P. Manzari (2012) Examining the strauctural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: an integrated approach. 1(1-2), 134-143.

J. Jun, S. Lee (2007) Mobile media use and its impact on consumer attitudes toward mobile advertising. 2(1), 50-58.

R. Kalakota, M. Robinson (2001) M-business: the race to mobility.

A. Katzstone (2001) Wireless revenue: ads can work, (). http://www.wirelessauthority.com.au/r/article/jsp/sid/445080

J. Katz (1996) ―The rights of kids in the digital age‖, Wired, 4th July, pp. 123.

Petros Kavassalis, Ntina Spyropoulou, Dimitris Drossos, Evangelos Mitrokostas, Gregory Gikas, Antonis Hatzistamatiou (2003) Mobile Permission Marketing: Framing the Market Inquiry. 8(1), 55-79. https://doi.org/10.1080/10864415.2003.11044286

T. Kinnear, J. Taylor (1996) Marketing research: An Applied Approach (2nd edition). A book published.

F. Kondo, S. Jian, A. Shahriar (2008) Graduate changes in repeat customers: adoption behavior toward responses. 3.

Melinda Korzaan (2003) Going with the Flow: Predicting Online Purchase Intentions. 43(4), 25-31. https://doi.org/10.1080/08874417.2003.11647530

S. Krishnamurthy (2000) ―Permission marketing: turning strangers into friends and friend into customers‖. 77(4), 171-173.

B. Lafferty, E. Ronald, S. Newwell (2002) The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions. 10(3), 1-12.

(2006) An Empirical Examination of Customer Perceptions of Mobile Advertising. 19(4), 39-55. https://doi.org/10.4018/irmj.2006100103

F. Lehmkuhl (2003) Kusse Und Machotests.

Matti Leppaniemi, Heikki Karjaluoto (2005) Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. 3(3), 197. https://doi.org/10.1504/ijmc.2005.006580

Louis Leung (2007) Unwillingness-to-communicate and college students' motives in SMS mobile messaging. 24(2), 115-129. https://doi.org/10.1016/j.tele.2006.01.002

F. Leung, C. Cheung (2004) Consumer attitude toward mobile advertising. 12-31.

Chia-Ling Liu, R. Sinkovics, N. Pezderka, P. Hagirian (2011) Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria. 26(1), 21-32. https://doi.org/10.1016/j.intmar.2011.07.002

Chia-Ling Liu, Rudolf Sinkovics, Noemi Pezderka, Parissa Haghirian (2012) Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria. 26(1), 21-32. https://doi.org/10.1016/j.intmar.2011.07.002

N. Lokic, B. Sharma, B. Jukic, M. Parameswran (2003) M-commerce: analysis of impact on marketing orientation, gr/content/downloads/011020. http://www.ebusinessforum.gr/content/downloads/011020.pdf

X. Luo (2002) Uses and gratifications theory and ecommerce behaviors: a structural equation modeling study. 2(2), 34-41.

S. Luxton, U. Mahmood (2009) Mobile phone marketing: challenges and perceived attitudes, www. 15. http://www.duplication.net.au/ANZMA09/papers/ANZMAC2009-315.pdf

Scott Mackenzie, Richard Lutz (1989) An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. 53(2), 48-65. https://doi.org/10.1177/002224298905300204

G. Milne, M. Gordon (1993) 'Direct mail privacy - efficiency trade-offs within an implied social contract framework, Journal of Public Policy and Marketing. 12(2), 206-215.

S. Mirbagheri (2010) SMS advertising business model: toward finding vital elements of its value model. http://www.cluteinstitute.com/proceedings/2010_Dublin.../Article%20543.pdf

A. Mitchell, J. Oslon (1981) Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. 18(3), 318-332. https://doi.org/10.1177/002224378101800306

Neil Morgan, Lopo Rego (2006) The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance. 25(5), 426-439. https://doi.org/10.1287/mksc.1050.0180

Alexander Muk (2007) Consumers' intentions to opt in to SMS advertising. 26(2), 177-198. https://doi.org/10.1080/10803548.2007.11073006

S. Nagash, T. Ryan, M. Lagbaria (2003) Quality and effectiveness in Web-based customer support systems. 40(8), 757-768. https://doi.org/10.1016/s0378-7206(02)00101-5

S. Nasco, C. Gordon (2008) Comparing consumer responses to advertising and non‐advertising mobile communications. 25(8), 821-837. https://doi.org/10.1002/mar.20241

J. Newell, M. Meirer (2007) Desperately seeking opt-in: a field report from a student-led mobile marketing initiative‖. 2(2), 53-57.

Shintaro Okazaki, Akihiro Katsukura, Mamoru Nishiyama (2007) How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall. 47(2), 165-178. https://doi.org/10.2501/s0021849907070195

J. Palmer, V. Eidson, C. Haliemun, P. Wiewel (2011) Predictors of positive and negative word of mouth of university students: strategic implications for institutions of higher education. 2, 59-62.

Young Park, Ulrike Gretzel (2007) Success Factors for Destination Marketing Web Sites: A Qualitative Meta-Analysis. 46(1), 46-63. https://doi.org/10.1177/0047287507302381

B. Peng (2006) Mobile marketing - the Chinese perspective‖. 1(2), 50-59.

W. Ping, S. Luping, P. Luluo (2013) Modelling product attitude formation process in online word- of-mouth. 101, 212-229.

C. Pullig, R. Netemeyer, R. Biswas (2006) Attitude Basis, Certainty, and Challenge Alignment: A Case of Negative Brand Publicity. 34(4), 528-542. https://doi.org/10.1177/0092070306287128

Laetitia Radder, Jacques Pietersen, Hui Wang, Xiliang Han (2010) Antecedents Of South African High School Pupils Acceptance Of Universities SMS Advertising. 9(4), 29-40. https://doi.org/10.19030/iber.v9i4.551

K. Ramnarian (2012) Consumer attitudes toward 104. mobile advertising: a study of the Dutch youth, unpublished Master thesis.

B. Ranjbarian, M. Ghribpoor, A. Lari (2012) Attitude towards SMS advertising and derived 105. behavioral intensions, an empirical study in TPB (SEM method). 8(7), 297-307.

Bharat Rao, Louis Minakakis (2003) Evolution of mobile location-based services. 46(12), 61-65. https://doi.org/10.1145/953460.953490

D. Rieken (2000) Personalised views of personalisation. 107.

Fred Robins (2003) The marketing of 3G. 21(6), 370-378. https://doi.org/10.1108/02634500310499239

A. Rohm, F. Sultan (2006) An exploratory cross-market study of mobile marketing acceptance‖. 1(1), 4-12.

I. Roozan, E. Jenin (2008) Can we compare SMS marketing to traditional marketing communications?, 6789/2268/1/08HRP50.pdf (accessed on May 12, 110. http://lirias.hubrussel.be/bitsream/123456789/2268/1/08HRP50.pdf

R. Rust, A. Zohorik, T. Keiningham (1995) Return on Quality (ROQ): Making Service Quality Financially Accountable. 111, 58-70.

A. Scharl, A. Dickinger, J. Murphy (2005) Diffusion and success factors of mobile marleting, (accessed February 112. http://0-web.biz.uwa.edu.au.innopac.up.ac.za.80/staff/murphy/ECRA-2005.pdf

Sharon Shavitt, Pamela Lowrey, James Haefner (1998) Public Attitudes Toward Advertising: More Favorable Than You Might Think. 38(4), 7-22. https://doi.org/10.1080/00218499.1998.12466562

Keng Siau, Zixing Shen (2003) Building customer trust in mobile commerce. 46(4), 91-94. https://doi.org/10.1145/641205.641211

S. Sri, H. Siringoringo (2013) How word of mouth influence brand equity for automative products in Indonesia. 81, 40-44.

C. Standing, S. Benson, H. Karjaluoto (2005) Consumer perspectives on mobile advertising and marketing‖.

D. Stewart, P. Pavlou (2002) From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media. 30(4), 376-396. https://doi.org/10.1177/009207002236912

Science, S. Mitra, C. Webster (1998) Word-of-mouth communication: a motivational analysis', in E.J Amoud and L.M. 30(4), 376-396.

J. Swan, R. Oliver (1989) Post-purchase communications by consumers. 25, 527-531.

Retailing, N. Vries, E. Dreezens, C. Martijn (2008) Intuitive and explicit reactions toward new food technologies: attitude strength and familiarity. 65, 516-533.

H. Shu-Chan, L. Ting-Peng (2004) Consumer Attitudes Toward Mobile Advertising: An Empirical Study. 110(6), 622-635.

Commerce (2011) Online word-of-mouth: characteristics of Yelp. 8(3), 65-78.

Communications, R. Vetter (2002) Mobile commerce: framework, applications and networking support', Mobile Networks and. 2(1), 37-42.

Applications, M. Morris, M. Davis, G. Davis (2003) User acceptance of information technology: toward a unified view'. 7, 185-198.

A. Verchopoulos, k. Pramataris, G. Doukidis, G. Lekakos (2003) The critical role of consumer behaviour research in mobile commerce. 1(3), 239. https://doi.org/10.1504/ijmc.2003.003498

Communications, D. Seegers (2009) Tried and tested: the impact of onlone hotel reviews on consumer consideration. 1(3), 329-340.

T. Bayon (2007) The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition. 30(1), 123-127.

Science, E. Clemons (2008) Understanding and 129. implementing mobile social advertising‖. 35, 233-249.

Marketing, T. Rebello, W. Brown (2009) Attitudes of young consumers towards SMS advertising'. 3(1), 12-18.

R. Watson, L. Pitt, P. Berthon, G. Zinkhan (2000) Electronic commerce: the strategic perspective. 3(9), 444-452.

Usa TX, M. Weinberger, E. Lepkowska (2000) The influence of negative information on purchase behavior.

Management (1987) Product/Consumption-Based Affective Responses and Postpurchase Processes. 16, 465-482.

Research (1994) Consumer Behavior. 20, 296-304.

Usa York, D. Xu (2007) he influence of personalisation in effecting consumer attitudes toward mobile advertising in.

China (2008) Combining empirical explanation and modeling techniques: a design research approach for personalized mobile advertising applications, Decision Support. 47(2), 9-19.

Systems, S. Wang, C. Wei (2004) Personalized Advertising Recommend Mechanism for the Mobile User. 4, 710-724.

Science (2007) Exploring factors affecting consumer intention to use mobile advertising. 20(1), 118-125.

;. Taiwan, Yaniv (2008) Sold on mobile marketing: wireless carrier of mobile advertising and how to make it even more so. 21(1), 33-49.

Marketing, E. Elsayed (2012) Consumer attitude towards SMS advertising among Jordanian users. 3(2), 86-97.

Studies (1981) Public attitude toward advertising, in Hount H.K. (Ed.). 4(1), 77-94.

Age, Utta Provo (2003) Delivery of personalized and adaptive content to mobile devices: a framework and enabling technology‖, Communication of the.

P. Zhang (2000) The effect of animation on information seeking performance on the world wide web: securing attention or interfering with primary tasks. 12(13).