Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)
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 personalization 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
- Article PDF
- TEI XML Kaleidoscope (download in zip)* (Beta by AI)
- Lens* NISO JATS XML (Beta by AI)
- HTML Kaleidoscope* (Beta by AI)
- DBK XML Kaleidoscope (download in zip)* (Beta by AI)
- LaTeX pdf Kaleidoscope* (Beta by AI)
- EPUB Kaleidoscope* (Beta by AI)
- MD Kaleidoscope* (Beta by AI)
- FO Kaleidoscope* (Beta by AI)
- BIB Kaleidoscope* (Beta by AI)
- LaTeX Kaleidoscope* (Beta by AI)
How to Cite
Published
2014-03-15
Issue
Section
License
Copyright (c) 2014 Authors and Global Journals Private Limited
This work is licensed under a Creative Commons Attribution 4.0 International License.