\documentclass[11pt,twoside]{article}\makeatletter \IfFileExists{xcolor.sty}% {\RequirePackage{xcolor}}% {\RequirePackage{color}} \usepackage{colortbl} \usepackage{wrapfig} \usepackage{ifxetex} \ifxetex \usepackage{fontspec} \usepackage{xunicode} \catcode`⃥=\active \def⃥{\textbackslash} \catcode`❴=\active \def❴{\{} \catcode`❵=\active \def❵{\}} \def\textJapanese{\fontspec{Noto Sans CJK JP}} \def\textChinese{\fontspec{Noto Sans CJK SC}} \def\textKorean{\fontspec{Noto Sans CJK KR}} \setmonofont{DejaVu Sans Mono} \else \IfFileExists{utf8x.def}% {\usepackage[utf8x]{inputenc} \PrerenderUnicode{–} }% {\usepackage[utf8]{inputenc}} \usepackage[english]{babel} \usepackage[T1]{fontenc} \usepackage{float} \usepackage[]{ucs} \uc@dclc{8421}{default}{\textbackslash } \uc@dclc{10100}{default}{\{} \uc@dclc{10101}{default}{\}} \uc@dclc{8491}{default}{\AA{}} \uc@dclc{8239}{default}{\,} \uc@dclc{20154}{default}{ } \uc@dclc{10148}{default}{>} \def\textschwa{\rotatebox{-90}{e}} \def\textJapanese{} \def\textChinese{} \IfFileExists{tipa.sty}{\usepackage{tipa}}{} \fi \def\exampleFont{\ttfamily\small} \DeclareTextSymbol{\textpi}{OML}{25} \usepackage{relsize} \RequirePackage{array} \def\@testpach{\@chclass \ifnum \@lastchclass=6 \@ne \@chnum \@ne \else \ifnum \@lastchclass=7 5 \else \ifnum \@lastchclass=8 \tw@ \else \ifnum \@lastchclass=9 \thr@@ \else \z@ \ifnum \@lastchclass = 10 \else \edef\@nextchar{\expandafter\string\@nextchar}% \@chnum \if \@nextchar c\z@ \else \if \@nextchar l\@ne \else \if \@nextchar r\tw@ \else \z@ \@chclass \if\@nextchar |\@ne \else \if \@nextchar !6 \else \if \@nextchar @7 \else \if \@nextchar (8 \else \if \@nextchar )9 \else 10 \@chnum \if \@nextchar m\thr@@\else \if \@nextchar p4 \else \if \@nextchar b5 \else \z@ \@chclass \z@ \@preamerr \z@ \fi \fi \fi \fi \fi \fi \fi \fi \fi \fi \fi \fi \fi \fi \fi \fi} \gdef\arraybackslash{\let\\=\@arraycr} \def\@textsubscript#1{{\m@th\ensuremath{_{\mbox{\fontsize\sf@size\z@#1}}}}} \def\Panel#1#2#3#4{\multicolumn{#3}{){\columncolor{#2}}#4}{#1}} \def\abbr{} \def\corr{} \def\expan{} \def\gap{} \def\orig{} \def\reg{} \def\ref{} \def\sic{} \def\persName{}\def\name{} \def\placeName{} \def\orgName{} \def\textcal#1{{\fontspec{Lucida Calligraphy}#1}} \def\textgothic#1{{\fontspec{Lucida Blackletter}#1}} \def\textlarge#1{{\large #1}} \def\textoverbar#1{\ensuremath{\overline{#1}}} \def\textquoted#1{‘#1’} \def\textsmall#1{{\small #1}} \def\textsubscript#1{\@textsubscript{\selectfont#1}} \def\textxi{\ensuremath{\xi}} \def\titlem{\itshape} \newenvironment{biblfree}{}{\ifvmode\par\fi } \newenvironment{bibl}{}{} \newenvironment{byline}{\vskip6pt\itshape\fontsize{16pt}{18pt}\selectfont}{\par } \newenvironment{citbibl}{}{\ifvmode\par\fi } \newenvironment{docAuthor}{\ifvmode\vskip4pt\fontsize{16pt}{18pt}\selectfont\fi\itshape}{\ifvmode\par\fi } \newenvironment{docDate}{}{\ifvmode\par\fi } \newenvironment{docImprint}{\vskip 6pt}{\ifvmode\par\fi } \newenvironment{docTitle}{\vskip6pt\bfseries\fontsize{22pt}{25pt}\selectfont}{\par } \newenvironment{msHead}{\vskip 6pt}{\par} \newenvironment{msItem}{\vskip 6pt}{\par} \newenvironment{rubric}{}{} \newenvironment{titlePart}{}{\par } \newcolumntype{L}[1]{){\raggedright\arraybackslash}p{#1}} \newcolumntype{C}[1]{){\centering\arraybackslash}p{#1}} \newcolumntype{R}[1]{){\raggedleft\arraybackslash}p{#1}} \newcolumntype{P}[1]{){\arraybackslash}p{#1}} \newcolumntype{B}[1]{){\arraybackslash}b{#1}} \newcolumntype{M}[1]{){\arraybackslash}m{#1}} \definecolor{label}{gray}{0.75} \def\unusedattribute#1{\sout{\textcolor{label}{#1}}} \DeclareRobustCommand*{\xref}{\hyper@normalise\xref@} \def\xref@#1#2{\hyper@linkurl{#2}{#1}} \begingroup \catcode`\_=\active \gdef_#1{\ensuremath{\sb{\mathrm{#1}}}} \endgroup \mathcode`\_=\string"8000 \catcode`\_=12\relax \usepackage[a4paper,twoside,lmargin=1in,rmargin=1in,tmargin=1in,bmargin=1in,marginparwidth=0.75in]{geometry} \usepackage{framed} \definecolor{shadecolor}{gray}{0.95} \usepackage{longtable} \usepackage[normalem]{ulem} \usepackage{fancyvrb} \usepackage{fancyhdr} \usepackage{graphicx} \usepackage{marginnote} \renewcommand{\@cite}[1]{#1} \renewcommand*{\marginfont}{\itshape\footnotesize} \def\Gin@extensions{.pdf,.png,.jpg,.mps,.tif} \pagestyle{fancy} \usepackage[pdftitle={SMS Advertising and its Relationship with Customer Purchase Intention of Value Added Services}, pdfauthor={}]{hyperref} \hyperbaseurl{} \paperwidth210mm \paperheight297mm \def\@pnumwidth{1.55em} \def\@tocrmarg {2.55em} \def\@dotsep{4.5} \setcounter{tocdepth}{3} \clubpenalty=8000 \emergencystretch 3em \hbadness=4000 \hyphenpenalty=400 \pretolerance=750 \tolerance=2000 \vbadness=4000 \widowpenalty=10000 \renewcommand\section{\@startsection {section}{1}{\z@}% {-1.75ex \@plus -0.5ex \@minus -.2ex}% {0.5ex \@plus .2ex}% {\reset@font\Large\bfseries}} \renewcommand\subsection{\@startsection{subsection}{2}{\z@}% {-1.75ex\@plus -0.5ex \@minus- .2ex}% {0.5ex \@plus .2ex}% {\reset@font\Large}} \renewcommand\subsubsection{\@startsection{subsubsection}{3}{\z@}% {-1.5ex\@plus -0.35ex \@minus -.2ex}% {0.5ex \@plus .2ex}% {\reset@font\large}} \renewcommand\paragraph{\@startsection{paragraph}{4}{\z@}% {-1ex \@plus-0.35ex \@minus -0.2ex}% {0.5ex \@plus .2ex}% {\reset@font\normalsize}} \renewcommand\subparagraph{\@startsection{subparagraph}{5}{\parindent}% {1.5ex \@plus1ex \@minus .2ex}% {-1em}% {\reset@font\normalsize\bfseries}} \def\l@section#1#2{\addpenalty{\@secpenalty} \addvspace{1.0em plus 1pt} \@tempdima 1.5em \begingroup \parindent \z@ \rightskip \@pnumwidth \parfillskip -\@pnumwidth \bfseries \leavevmode #1\hfil \hbox to\@pnumwidth{\hss #2}\par \endgroup} \def\l@subsection{\@dottedtocline{2}{1.5em}{2.3em}} \def\l@subsubsection{\@dottedtocline{3}{3.8em}{3.2em}} \def\l@paragraph{\@dottedtocline{4}{7.0em}{4.1em}} \def\l@subparagraph{\@dottedtocline{5}{10em}{5em}} \@ifundefined{c@section}{\newcounter{section}}{} \@ifundefined{c@chapter}{\newcounter{chapter}}{} \newif\if@mainmatter \@mainmattertrue \def\chaptername{Chapter} \def\frontmatter{% \pagenumbering{roman} \def\thechapter{\@roman\c@chapter} \def\theHchapter{\roman{chapter}} \def\thesection{\@roman\c@section} \def\theHsection{\roman{section}} \def\@chapapp{}% } \def\mainmatter{% \cleardoublepage \def\thechapter{\@arabic\c@chapter} \setcounter{chapter}{0} \setcounter{section}{0} \pagenumbering{arabic} \setcounter{secnumdepth}{6} \def\@chapapp{\chaptername}% \def\theHchapter{\arabic{chapter}} \def\thesection{\@arabic\c@section} \def\theHsection{\arabic{section}} } \def\backmatter{% \cleardoublepage \setcounter{chapter}{0} \setcounter{section}{0} \setcounter{secnumdepth}{2} \def\@chapapp{\appendixname}% \def\thechapter{\@Alph\c@chapter} \def\theHchapter{\Alph{chapter}} \appendix } \newenvironment{bibitemlist}[1]{% \list{\@biblabel{\@arabic\c@enumiv}}% {\settowidth\labelwidth{\@biblabel{#1}}% \leftmargin\labelwidth \advance\leftmargin\labelsep \@openbib@code \usecounter{enumiv}% \let\p@enumiv\@empty \renewcommand\theenumiv{\@arabic\c@enumiv}% }% \sloppy \clubpenalty4000 \@clubpenalty \clubpenalty \widowpenalty4000% \sfcode`\.\@m}% {\def\@noitemerr {\@latex@warning{Empty `bibitemlist' environment}}% \endlist} \def\tableofcontents{\section*{\contentsname}\@starttoc{toc}} \parskip0pt \parindent1em \def\Panel#1#2#3#4{\multicolumn{#3}{){\columncolor{#2}}#4}{#1}} \newenvironment{reflist}{% \begin{raggedright}\begin{list}{} {% \setlength{\topsep}{0pt}% \setlength{\rightmargin}{0.25in}% \setlength{\itemsep}{0pt}% \setlength{\itemindent}{0pt}% \setlength{\parskip}{0pt}% \setlength{\parsep}{2pt}% \def\makelabel##1{\itshape ##1}}% } {\end{list}\end{raggedright}} \newenvironment{sansreflist}{% \begin{raggedright}\begin{list}{} {% \setlength{\topsep}{0pt}% \setlength{\rightmargin}{0.25in}% \setlength{\itemindent}{0pt}% \setlength{\parskip}{0pt}% \setlength{\itemsep}{0pt}% \setlength{\parsep}{2pt}% \def\makelabel##1{\upshape ##1}}% } {\end{list}\end{raggedright}} \newenvironment{specHead}[2]% {\vspace{20pt}\hrule\vspace{10pt}% \phantomsection\label{#1}\markright{#2}% \pdfbookmark[2]{#2}{#1}% \hspace{-0.75in}{\bfseries\fontsize{16pt}{18pt}\selectfont#2}% }{} \def\TheFullDate{2019-01-15 (revised: 15 January 2019)} \def\TheID{\makeatother } \def\TheDate{2019-01-15} \title{SMS Advertising and its Relationship with Customer Purchase Intention of Value Added Services} \author{}\makeatletter \makeatletter \newcommand*{\cleartoleftpage}{% \clearpage \if@twoside \ifodd\c@page \hbox{}\newpage \if@twocolumn \hbox{}\newpage \fi \fi \fi } \makeatother \makeatletter \thispagestyle{empty} \markright{\@title}\markboth{\@title}{\@author} \renewcommand\small{\@setfontsize\small{9pt}{11pt}\abovedisplayskip 8.5\p@ plus3\p@ minus4\p@ \belowdisplayskip \abovedisplayskip \abovedisplayshortskip \z@ plus2\p@ \belowdisplayshortskip 4\p@ plus2\p@ minus2\p@ \def\@listi{\leftmargin\leftmargini \topsep 2\p@ plus1\p@ minus1\p@ \parsep 2\p@ plus\p@ minus\p@ \itemsep 1pt} } \makeatother \fvset{frame=single,numberblanklines=false,xleftmargin=5mm,xrightmargin=5mm} \fancyhf{} \setlength{\headheight}{14pt} \fancyhead[LE]{\bfseries\leftmark} \fancyhead[RO]{\bfseries\rightmark} \fancyfoot[RO]{} \fancyfoot[CO]{\thepage} \fancyfoot[LO]{\TheID} \fancyfoot[LE]{} \fancyfoot[CE]{\thepage} \fancyfoot[RE]{\TheID} \hypersetup{citebordercolor=0.75 0.75 0.75,linkbordercolor=0.75 0.75 0.75,urlbordercolor=0.75 0.75 0.75,bookmarksnumbered=true} \fancypagestyle{plain}{\fancyhead{}\renewcommand{\headrulewidth}{0pt}} \date{} \usepackage{authblk} \providecommand{\keywords}[1] { \footnotesize \textbf{\textit{Index terms---}} #1 } \usepackage{graphicx,xcolor} \definecolor{GJBlue}{HTML}{273B81} \definecolor{GJLightBlue}{HTML}{0A9DD9} \definecolor{GJMediumGrey}{HTML}{6D6E70} \definecolor{GJLightGrey}{HTML}{929497} \renewenvironment{abstract}{% \setlength{\parindent}{0pt}\raggedright \textcolor{GJMediumGrey}{\rule{\textwidth}{2pt}} \vskip16pt \textcolor{GJBlue}{\large\bfseries\abstractname\space} }{% \vskip8pt \textcolor{GJMediumGrey}{\rule{\textwidth}{2pt}} \vskip16pt } \usepackage[absolute,overlay]{textpos} \makeatother \usepackage{lineno} \linenumbers \begin{document} \author[1]{Md. Jamal. Uddin} \author[2]{Abul Kalam} \author[3]{Mohammad Main Uddin} \author[4]{Shekh Md. Sahiduj Jaman} \affil[1]{ Technology University} \renewcommand\Authands{ and } \date{\small \em Received: 8 December 2018 Accepted: 31 December 2018 Published: 15 January 2019} \maketitle \begin{abstract} The main endeavor of the present study was to know the relationship between SMS (Short Message Service) advertising and customer purchase intention of value-added services (VAS) of mobile operators. This study was descriptive in nature. The population of the study was the users of mobile phone from two wards of Rajshahi City Corporation were purposively selected. Respondents were selected using convenience sampling method for collecting primary data through a self-administrated questionnaire. 142 completely filled up questionnaires were authentic for the research study. Five factors of SMS advertisement were considered as independent variables to evaluate the respondents? opinion. Study results show that the maximum number of respondents strongly agree that SMS advertising provides current information to them, the company provide actual information through SMS advertisement, SMS advertisement is funny, exciting, reliable, personalize, entertaining and trustful but too much advertising is irritating and disturbing. Result also shows that there is a positive significant correlation between the variables and the highest correlation exist annoyingness to SMS advertisement and customer purchase intention of valueadded services of mobile operators (r = .813**, p=.000<0.05). \end{abstract} \keywords{purchase intention, SMS advertisement, value added service, entertainment, personalization.} \begin{textblock*}{18cm}(1cm,1cm) % {block width} (coords) \textcolor{GJBlue}{\LARGE Global Journals \LaTeX\ JournalKaleidoscope\texttrademark} \end{textblock*} \begin{textblock*}{18cm}(1.4cm,1.5cm) % {block width} (coords) \textcolor{GJBlue}{\footnotesize \\ Artificial Intelligence formulated this projection for compatibility purposes from the original article published at Global Journals. However, this technology is currently in beta. \emph{Therefore, kindly ignore odd layouts, missed formulae, text, tables, or figures.}} \end{textblock*} \let\tabcellsep& \par he development of high-tech devices has to lead to a change in consumers' habits over time. Organizations are now in constant search for better ways to reach their target audience. Advances in technology not only make our lives easier but also provides many opportunities -along with challenges-for marketers. Many companies spend so much money on advertising, sales promotion, point of purchase displays and other marketing communications only to discover that many people don't even remember the product or promotion. Consumers are confronted every day with a large number of advertisements, which exceeds their information -processing capabilities. Therefore, T consumers filter out excess visual and aural marketing stimuli which develop such uncertainty of marketers who try to draw the consumers' attention \hyperref[b15]{(Salem, 2016)}.\par Mobile phones and their ever-growing popularity is one of the most important opportunities for marketers to promote their product and services \hyperref[b14]{(Okazaki and Taylor, 2008)}. The rapid increase of mobile phones use has introduced new delivery methods for both marketers and advertisers through SMS in accessing potential customers. SMS was defined as a Short Message Service using an internet network to be sent to a certain customer's through a digital cellular network. As a sort of direct and one-on-one advertising, SMS advertising creates opportunities to send specific customized advertising messages to individuals, provided that their consent is taken first. SMS started drawing much attention of the consumer and is now classified as a powerful means of communication, due to its cost-effectiveness \hyperref[b3]{(Bamba and Barnes, 2006)}.\par The mobile operators are the fastest growing companies in the telecommunication industry in Bangladesh. There are six mobile operators in Bangladesh have 157.048 million mobile subscribers in 2018 (www.btrc.gov.bd). Mobile operators offer diversified value-added services (VAS) such as welcome tune, missed call alert, sports services, news services, and directory services, etc. to their customer through SMS advertisement. The size of the country's telecomrelated VAS is more than Tk. 100 crore (The Daily Star, 10/07/2018) and it is growing significantly.\par Several studies have been conducted on SMS advertising and related issues. Almossawi (2014) conducted a study and found that young consumers' attitudes towards SMS advertising were determined by five SMS attributes: entertainment value, in formativeness, credibility, personalization, and irritation level. {\ref Dix et.al (2016)} conducted the study to examine the drivers of acceptance of short message services (SMS) advertising and how it is still relevant and active in South Korea. In South Africa, consumers' perceptions of the entertainment value, in formativeness, and credibility of SMS advertisements are positively correlated to consumers' overall attitudes towards SMS advertisements \hyperref[b18]{(Waldt et al., 2009)}. \hyperref[b1]{Awan and Hassan (2015)} found that SMS marketing is a new tool for introducing products and services and attracting new customers. SMS advertising has a number of benefits and values for both business firms and customers were this tool allows immediate communication with customers at all time were marketer's wish to communicate with target customer's \hyperref[b17]{(Tsang et al., 2004)}. Mobile marketing (SMS) advertising messages provide customers of a number of benefits who use a caller network \hyperref[b11]{(Heinonen and Strandvik, 2002)}. \hyperref[b8]{Drossos et al. (2007)} studied SMS advertising effectiveness and found that the use of rational appeals leads to more positive attitudes and purchase intentions even on a 'feel' product. \hyperref[b10]{Haq (2012)} studied attitudes toward SMS advertising in India and found appeal to be the most important attribute affecting consumer attitudes toward mobile advertising. The attitude of the Indian consumers towards SMS advertising has been reflected in terms of privacy, irritation (anger), prior permission, time of sending, the local language, operating knowledge and consumer preferences \hyperref[b12]{(Kumar, 2013)}. \hyperref[b4]{Barwise and Strong (2002)} argued that consumers will respond to messages that grab their attention; either through humor, relevancy, or messages which have curiosity value. Consumers' perception of the irritation aspect of SMS advertisements is negatively correlated with consumers' attitudes towards SMS advertisements \hyperref[b19]{(Zabadi et al., 2012)}. \hyperref[b6]{Carroll et al. (2007)} have stated that factors such as the content of the message, consent, and the control of service providers over the sent message, dispatch time and frequency of the messages were effective on acceptance of mobile advertising. Again Brackett and Carr (2001) of customer's buying decisions towards mobile marketing SMS message shows the relationship with customers buying decisions.\par A recent study by Shin and Lin (2016) on location-based mobile advertising revealed that messages that are perceived as useful and entertaining are less likely to be avoided by medium to heavy mobile phone users. Alam et al. (2015) found most of the mobile marketing positively influence buying intention in terms of convenience, brand image, and information sufficiency, while irritation or noise and payment security are taken as inhibiting elements. Again, \hyperref[b9]{Hanley and Becker (2008)} have laid stress on the fact that college students mostly do not favor receiving SMS advertisement. Furthermore, most of the previous studies have examined SMS marketing in the western context, and little attention has been paid to the investigation of such a strategy in Bangladesh perspective. So, the researchers' aim is to find out the relationship of SMS advertisement with consumer purchase intention of value-added services of mobile operators in Bangladesh. \section[{II.}]{II.} \section[{Materials and Methods}]{Materials and Methods}\par This study was descriptive in nature. Two wards from Rajshahi City Corporation ward no: 13 and ward no: 24 were purposively selected for this study. The population of the study was the users of mobile phone from two wards. As the actual number of population was unknown to the researcher so, 156 respondents were selected for collecting primary data through convenience method. The primary data for this study were collected through a self-administrated questionnaire. Five factors of SMS advertising were considered (In formativeness, Entertainment, Annoyingness, Personalization, Trustworthiness) and a five-point Likert scale (R. \hyperref[b13]{Likert 1932}) (1 = strongly disagree and 5 = strongly agree) was used to evaluate the respondents' opinion. Questionnaires were distributed among 156 respondents and 142 completely filled up questionnaires were authentic for a research study. Besides primary data, secondary data were collected from manuscripts, various books, journals, articles, research papers, newspapers, internet web site, etc. Collected quantitative data from the respondents were analyzed using the Statistical Package for Social Science (SPSS) software. Simple percentage method, Correlation techniques were used in this study to evaluate the result. We check the reliability of all variables. Reliability is usually measured by Cronbach's alpha, which shows internal consistency. Cuie ford (1965) argues for a Cronbach value beyond (? = .7) to be acceptable and reliable. Results are considered reliable when their values are greater than 0.5. For this purpose, the reliability of each construct is shown in the following table. The demographic features were presented by analyzing gender, age, educational qualifications, profession and monthly income of the respondents. The respondents were comprised of 142 individuals of which the 26.76\% were female and 73.24\% male. Highest 40.14\% belonged age 26-35 years, 34.51\% respondent's age was 18-25 years. Only 2.12\% of respondents were below SSC, highest 47.89\% respondents graduate degree, 37.32\% of respondents educational qualification was postgraduate degree. 13.38\% of respondents were unemployed, the highest 45.77\% of respondents were service holder and 30.99\% respondents were a businessman. 14. 78\% of respondents whose monthly income was below 20,000 (taka of Bangladesh). 38. 73\% of respondents monthly income was between 30,000 to 40,000 (taka of Bangladesh) and only 7.75\% of respondents whose monthly income up-to 50,000 (taka of Bangladesh). \section[{Results and Discussion}]{Results and Discussion} \section[{Note: SD = Strongly disagree, D = Disagree, N = Neutral, A = Agree, SA = Strongly agree}]{Note: SD = Strongly disagree, D = Disagree, N = Neutral, A = Agree, SA = Strongly agree}\par Hypothesis 1: There is a positive significant relationship between in formativeness of SMS advertisement and consumer purchase intention.\par The respondent provides their valuable opinion about the information on SMS advertisement. It was found from table 3, 28.9\% of respondents strongly agree and 46.5\% respondents were agreed that SMS advertisement provides current information. 30.3\% of respondents were strongly agreed and 25.4\% respondents agree that the content of SMS advertisement was valuable for them, where 19.7\% of respondents disagreed with this statement. 36.6\% of respondents were agreed and 26.6\% strongly agree that SMS advertisement provides actual sales offer. 44.4\% agree and 23.2\% strongly agree that the information on SMS advertisement touches their interest. It was observed from table 4 that there is a significant positive correlation between in formativeness of SMS advertisement and consumer purchase intention of value-added services (r = .702**, p=.000<0.05). The relationship is significant at the 0.01 level (2-tailed). So, the hypothesis is accepted.\par Hypothesis 2: There is a positive significant relationship between entertainment and consumer purchase intention.\par Table \hyperref[tab_2]{3} shows the highest 48.6\% of respondents were strongly agreed and 31.0\% agreed that SMS advertisement is fun and excitement to them; on the other hand, only 9.2\% respondents disagreed with this statement. 32.4\% of respondents told that SMS advertisement is attractive, 23.9\% of respondents disagreed with this statement. 44.4\% of respondents were agreed and 23.9\% strongly agreed that SMS advertisement is entertaining; on the other hand, 13.4\% of respondents disagreed with this statement. 39.4\% of respondents strongly agreed and 33.1\% of respondents agreed that they were pleased and satisfied towards SMS advertisement. It was found from table 4 that, there is a positive correlation between entertainment and consumer purchase intention (r=.569**, p=.000<0.05). Hypothesis 3: There is a positive significant relationship between annoyingness to SMS advertisement and consumer purchase intention. 20.4\% of respondents were agreed and 18.3\% of respondents strongly agreed that SMS advertising is a waste of time; on the other hand 31.0\% and 24.6\% respondents disagreed with this statement found from table \hyperref[tab_2]{3}. 54.2\% respondents were filling that the content of SMS advertisement is generally irritating; on the other hand only 6.3\% of respondents disagreed with this statement. 20.4\% of respondents were strongly agreed that the messages are deceptive; on the other hand, the highest 31.0\% disagreed. The maximum number of respondents 48.6\% was strongly agreed 31.7\% of respondents agreed that the quantity of messages is disturbing; only 6.3\% of respondents provide different argument with this statement. It was found from Table \hyperref[tab_3]{4} that there is a strong and positive significant relationship between annoyingness to SMS advertisement and purchase intention of value-added services of mobile operators (r = .813**, p=.000<0.05). So, the hypothesis is accepted.\par Hypothesis 4: There is a positive significant relationship between personalization and consumer purchase intention.\par It was found from table 3, 23.9\% of respondents were strongly agreed and 22.5\% respondents were agreed that SMS advertisement provides useful personal information. On the other hand, 28.2\% of respondents disagreed with this statement. Highest 35.9\% of respondents disagreed and 28.9\% respondents strongly disagree that SMS advertising hampered the privacy of an individual; on the other hand, 16.9\% of respondents told that advertising hampered the privacy of the individual. 29.6\% of respondents were strongly agreed and 21.8\% respondents agreed that messages are shareable to another person; on the other hand, 19.0\% of respondents disagreed with this statement. There is a low but positive significant relationship between \section[{.}]{.}\par Hypothesis 5: There is a positive significant relationship between trustworthiness of SMS advertisement and consumer purchase intention.\par 41. 5\% of respondents were agreed and 26. 1\% were strongly agreed that SMS advertising act as a reference for purchasing; on the other hand, 13. 4\% of respondents were strongly disagreed found from table \hyperref[tab_2]{3}. Highest 27. 5\% of respondents trust SMS advertisement and 30. 3\% respondents disagree with them. 44. 4\% of respondents were strongly impressed on SMS advertisement and 32. 4\% of respondents were told that SMS advertisement is reliable. It was found from Table \hyperref[tab_3]{4} that there is a low but positive significant relationship between the trustworthiness of SMS advertising and consumer purchase intention (r = .304**, p=. 000<0. 05) of value-added services of mobile operators. So, the hypothesis is accepted. \section[{IV.}]{IV.} \section[{Conclusion}]{Conclusion}\par The mobile phone is an essential part of our daily lives. There are six mobile operators operates their activities in Bangladesh. They continuously strive and want to gain a sustainable competitive advantage in the marketplace. Therefore, they undertake SMS advertising as a promotion and marketing strategy for valueadded services (VAS) to their ultimate customer. According to study results, 26.76\% respondents were female and 73.24\% were male, highest 40.14\% respondents were belonged age 26-35 years, highest 47.89\% respondents were a graduate degree holder and highest 45.77\% respondents were service holder. The maximum number of respondents agree that SMS advertising provides current information to them, the company provides actual information through SMS advertisement, they also argue that SMS advertisement is funny, exciting, reliable, personalize, entertaining and trustful. Respondents also told that too much advertising is irritating and disturbing. Result also shows that there is a positive significant correlation between the variables and the highest correlation exist annoyingness to SMS advertisement and consumer purchase intention of value-added services of mobile operators (r = .813**, p=.000<0.05). So, it can be concluded that though SMS advertising is a strong promotional weapon for the organization, the marketers should instead focus on crafting SMS messages perfectly tailored for their target audience; and try to send these messages at the right time and place. This research focuses on the relation between SMS advertising and consumer purchase intention of value-added services of mobile operators. \begin{figure}[htbp] \noindent\textbf{1} \par \begin{longtable}{P{0.40968468468468466\textwidth}P{0.26418918918918916\textwidth}P{0.1761261261261261\textwidth}} Variables\tabcellsep Number of items\tabcellsep Cronbach's Alpha\\ Consumer purchase intention\tabcellsep 3\tabcellsep 0.727\\ In formativeness\tabcellsep 4\tabcellsep 0.812\\ Entertainment\tabcellsep 4\tabcellsep 0.641\\ Annoyingness\tabcellsep 4\tabcellsep 0.683\\ Personalization\tabcellsep 3\tabcellsep 0.764\\ Trustworthiness\tabcellsep 4\tabcellsep 0.719\\ \tabcellsep \multicolumn{2}{l}{Source: Field survey data, October-December 2018}\end{longtable} \par \caption{\label{tab_0}Table 1 :}\end{figure} \begin{figure}[htbp] \noindent\textbf{2} \par \begin{longtable}{P{0.4824324324324324\textwidth}P{0.13076923076923078\textwidth}P{0.2367983367983368\textwidth}} Demographics\tabcellsep Number of Respondents\tabcellsep Percentage\\ Gender wise\tabcellsep \tabcellsep \\ Male\tabcellsep 104\tabcellsep 73.24\\ Female\tabcellsep 38\tabcellsep 26.76\\ Total\tabcellsep 142\tabcellsep 100.00\\ Age wise\tabcellsep \tabcellsep \\ 18-25\tabcellsep 49\tabcellsep 34.51\\ 26-35\tabcellsep 57\tabcellsep 40.14\\ 36-45\tabcellsep 23\tabcellsep 16.20\\ 46+\tabcellsep 14\tabcellsep 9.86\\ Total\tabcellsep 143\tabcellsep 100.00\\ Educational qualifications wise\tabcellsep \tabcellsep \\ Below SSC\tabcellsep 3\tabcellsep 2.12\\ SSC\tabcellsep 5\tabcellsep 3.52\\ HSC\tabcellsep 13\tabcellsep 9.15\\ Graduate\tabcellsep 68\tabcellsep 47.89\\ Postgraduate\tabcellsep 53\tabcellsep 37.32\\ Total\tabcellsep 142\tabcellsep 100.00\\ Profession wise\tabcellsep \tabcellsep \\ Unemployed\tabcellsep 9\tabcellsep 13.38\\ Service\tabcellsep 73\tabcellsep 45.77\\ Business\tabcellsep 44\tabcellsep 30.99\\ Others\tabcellsep 16\tabcellsep 9.86\\ Total\tabcellsep 142\tabcellsep 100.00\\ Monthly income wise (Tk.)\tabcellsep \tabcellsep \\ <20,000\tabcellsep 21\tabcellsep 14.78\\ 20001-30,000\tabcellsep 18\tabcellsep 12.68\\ 30,001-40,000\tabcellsep 55\tabcellsep 38.73\\ 40,001-50,000\tabcellsep 37\tabcellsep 26.06\\ 50,000>\tabcellsep 11\tabcellsep 7.75\\ Total\tabcellsep 142\tabcellsep 100.00\end{longtable} \par {\small\itshape [Note: Source: Field survey data, October-December 2018]} \caption{\label{tab_1}Table 2 :}\end{figure} \begin{figure}[htbp] \noindent\textbf{3} \par \begin{longtable}{P{0.2794915254237288\textwidth}P{0.3169491525423729\textwidth}P{0.04725423728813559\textwidth}P{0.06223728813559322\textwidth}P{0.04091525423728813\textwidth}P{0.05128813559322034\textwidth}P{0.05186440677966102\textwidth}} \tabcellsep Variables\tabcellsep \tabcellsep \multicolumn{3}{l}{Number of Respondents (\%)}\tabcellsep \\ \tabcellsep \tabcellsep SD\tabcellsep D\tabcellsep N\tabcellsep A\tabcellsep SA\\ \tabcellsep In formativeness\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\ Q 1\tabcellsep Messages provide me current information\tabcellsep 9.2\tabcellsep 9.9\tabcellsep 5.6\tabcellsep 46.5\tabcellsep 28.9\\ Q 2\tabcellsep Message content is valuable to me\tabcellsep 14.8\tabcellsep 19.7\tabcellsep 9.9\tabcellsep 25.4\tabcellsep 30.3\\ Q 3\tabcellsep Company provide actual sales offer through SMS\tabcellsep 16.2\tabcellsep 14.8\tabcellsep 6.3\tabcellsep 36.6\tabcellsep 26.1\\ Q 4\tabcellsep SMS touch my area of interest\tabcellsep 12.0\tabcellsep 5.6\tabcellsep 14.8\tabcellsep 44.4\tabcellsep 23.2\\ \tabcellsep Entertainment\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\ Q 1\tabcellsep SMS advertisement is funny and excitement\tabcellsep 6.3\tabcellsep 9.2\tabcellsep 4.9\tabcellsep 31.0\tabcellsep 48.6\\ Q 2\tabcellsep Message is very attractive to me\tabcellsep 16.9\tabcellsep 23.9\tabcellsep 7.0\tabcellsep 32.4\tabcellsep 19.7\\ Q 3\tabcellsep SMS advertising is entertaining\tabcellsep 7.7\tabcellsep 13.4\tabcellsep 10.6\tabcellsep 44.4\tabcellsep 23.9\\ Q 4\tabcellsep Advertising makes me pleasant and satisfied\tabcellsep 9.2\tabcellsep 10.6\tabcellsep 7.7\tabcellsep 33.1\tabcellsep 39.4\\ \tabcellsep Annoyingness\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\ Q 1\tabcellsep Messages are annoying and waste of time\tabcellsep 24.6\tabcellsep 31.0\tabcellsep 5.6\tabcellsep 20.4\tabcellsep 18.3\\ Q 2\tabcellsep The content of messages are generally irritating\tabcellsep 7.7\tabcellsep 6.3\tabcellsep 9.2\tabcellsep 54.2\tabcellsep 22.5\\ Q 3\tabcellsep Advertisement messages are deceptive\tabcellsep 24.6\tabcellsep 31.0\tabcellsep 4.2\tabcellsep 19.7\tabcellsep 20.4\\ Q 4\tabcellsep Quantity of messages are disturbing\tabcellsep 6.3\tabcellsep 7.7\tabcellsep 5.6\tabcellsep 31.7\tabcellsep 48.6\\ \tabcellsep Personalization\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\ \multicolumn{2}{l}{Q 1 Message provide useful personal information}\tabcellsep 15.5\tabcellsep 28.2\tabcellsep 9.9\tabcellsep 22.5\tabcellsep 23.9\\ \multicolumn{2}{l}{Q 2 SMS advertising destroyed privacy of individual}\tabcellsep 28.9\tabcellsep 35.9\tabcellsep 7.7\tabcellsep 16.9\tabcellsep 10.6\\ \multicolumn{2}{l}{Q 3 Messages are shareable to other person}\tabcellsep 19.0\tabcellsep 16.9\tabcellsep 12.7\tabcellsep 21.8\tabcellsep 29.6\\ \tabcellsep Trustworthiness\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\ \multicolumn{2}{l}{Q 1 SMS advertising act as a reference for purchasing}\tabcellsep 13.4\tabcellsep 10.6\tabcellsep 8.5\tabcellsep 41.5\tabcellsep 26.1\\ \multicolumn{2}{l}{Q 2 I trust SMS advertisements}\tabcellsep 19.0\tabcellsep 30.3\tabcellsep 6.3\tabcellsep 27.5\tabcellsep 16.9\\ \multicolumn{2}{l}{Q 3 I am impressed on SMS advertisements}\tabcellsep 16.9\tabcellsep 7.0\tabcellsep 4.9\tabcellsep 44.4\tabcellsep 26.8\\ \multicolumn{2}{l}{Q 4 SMS advertisement is reliable to me}\tabcellsep 12.7\tabcellsep 27.5\tabcellsep 10.6\tabcellsep 32.4\tabcellsep 16.9\\ \tabcellsep Purchase Intention\tabcellsep \tabcellsep \tabcellsep \tabcellsep \tabcellsep \\ \multicolumn{2}{l}{Q 1 I had an intention to receive SMS advertising}\tabcellsep 21.1\tabcellsep 27.5\tabcellsep 6.3\tabcellsep 19.0\tabcellsep 26.1\\ \multicolumn{2}{l}{Q 2 SMS has positive influence on purchase intention}\tabcellsep 6.3\tabcellsep 4.9\tabcellsep 4.2\tabcellsep 50.0\tabcellsep 34.5\\ \multicolumn{2}{l}{Q 3 SMS advertising grow my purchase intention}\tabcellsep 8.5\tabcellsep 12.0\tabcellsep 5.6\tabcellsep 28.9\tabcellsep 45.1\end{longtable} \par \caption{\label{tab_2}Table 3 :}\end{figure} \begin{figure}[htbp] \noindent\textbf{4} \par \begin{longtable}{P{0.2833333333333333\textwidth}P{0.38436692506459946\textwidth}P{0.1822997416020672\textwidth}} \tabcellsep \tabcellsep Purchase Intention\\ \tabcellsep Pearson Correlation\tabcellsep .702**\\ In formativeness\tabcellsep Sig. (2-tailed)\tabcellsep .000\\ \tabcellsep N\tabcellsep 142\\ \tabcellsep Pearson Correlation\tabcellsep .569**\\ Entertainment\tabcellsep Sig. (2-tailed)\tabcellsep .000\\ \tabcellsep N\tabcellsep 142\\ \tabcellsep Pearson Correlation\tabcellsep .813**\\ Annoyingness\tabcellsep Sig. (2-tailed)\tabcellsep .000\\ \tabcellsep N\tabcellsep 142\\ \tabcellsep Pearson Correlation\tabcellsep .221**\\ Personalization\tabcellsep Sig. (2-tailed)\tabcellsep .000\\ \tabcellsep N\tabcellsep 142\\ \tabcellsep Pearson Correlation\tabcellsep .304**\\ Trustworthiness\tabcellsep Sig. (2-tailed)\tabcellsep .000\\ \tabcellsep N\tabcellsep 142\\ \multicolumn{2}{l}{** Correlation is significant at the 0.01 level (2-tailed)}\tabcellsep \end{longtable} \par \caption{\label{tab_3}Table 4 :}\end{figure} \footnote{© 2019 Global Journals} \backmatter \par This research only conducted in Rajshahi district, Bangladesh. The same research can also be done to take into account another part of the country for other product and services. \begin{bibitemlist}{1} \bibitem[Likert ()]{b13}\label{b13} ‘A Technique for the Measurement of Attitudes’. R Likert . \textit{Archives of Psychology} 1932. 140 p. . \bibitem[Awan and Hassan ()]{b1}\label{b1} ‘Analysis of the Effectiveness of SMS Marketing by Mobile Companies: A case study of Telecom Sector in Southern Punjab-Pakistan’. A G Awan , S S Hassan . \textit{Journal of Marketing and Consumer Research} 2015. 16 p. . \bibitem[Haq ()]{b10}\label{b10} ‘Attitude toward SMS Advertising: A Survey with Reference to Indian Consumers’. Z U Haq . \textit{Journal of Internet Commerce} 2012. 11 p. . \bibitem[Waldt et al. ()]{b18}\label{b18} ‘Attitudes of young consumers towards SMS advertising’. D L R Waldt , T M Rebello , W Brown . \textit{African Journal of Business Management} 2009. 3 (9) p. . \bibitem[Hanley and Becker ()]{b9}\label{b9} ‘Cell Phone Usage and Advertising Acceptance among College Students: A Four-Year Analysis’. M Hanley , M Becker . \textit{International Journal of Mobile Marketing} 2008. 3 (1) p. . \bibitem[Tsang et al. ()]{b17}\label{b17} ‘Consumer attitudes toward mobile advertising: an empirical study’. M M Tsang , S Ho , T Liang . \textit{International Journal Elect. Commerce} 2004. 8 (3) p. . \bibitem[Zabadi et al. ()]{b19}\label{b19} ‘Consumer Attitudes toward SMS Advertising among Jordanian Users’. A M. A Zabadi , M Shura , E Elsayed . \url{www.btrc.gov.bd/content/mobile-phone-subscriberbangladeshnovember-2018} \textit{International Journal of Marketing Studies} 2012. 4 (1) p. . \bibitem[Carroll et al. ()]{b6}\label{b6} ‘Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand’. A Carroll , S J Barnes , E Scornavacca , K Fletcher . \textit{International Journal of Advertising} 2007. 26 (1) p. . \bibitem[Heinonen and Strandvik ()]{b11}\label{b11} \textit{Consumer responsiveness to marketing communication in digitalchannels}, K Heinonen , T Strandvik . \url{http://www.hkkk.fi/netcomm/ImgLib/2/66/HeinonenandStrandvikFeBR} 2002. 2002. \bibitem[Brackett and Carr ()]{b5}\label{b5} ‘Cyberspace advertising vs. other media: consumer vs. mature student attitudes’. L K Brackett , B N Carr . \textit{J. Advertising Res} 2001. 41 (5) p. . \bibitem[Drossos et al. ()]{b8}\label{b8} ‘Determinants of Effective SMS Advertising: An Experimental Study’. D Drossos , G M Giaglis , G Lekakos , F Kokkinaki , M G Stavraki . \textit{Journal of Interactive Advertising} 2007. 7 (2) p. . \bibitem[Almossawi ()]{b0}\label{b0} ‘Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)’. M Almossawi . \textit{Global Journal of Management and Business Research: E Marketing} 2014. 14 (4) p. . \bibitem[Bamba and Barnes ()]{b3}\label{b3} ‘Evaluating consumer permission in SMS advertising’. F Bamba , S Barnes . \textit{Proceedings of Helsinki Mobility Roundtable. Sprouts: Working Papers on Information Systems}, (Helsinki Mobility Roundtable. Sprouts: Working Papers on Information Systems) 2006. 6 p. . \bibitem[Salem ()]{b15}\label{b15} ‘Factors Affecting Consumer Attitudes, Intentions and Behaviors toward SMS Advertising in Palestine’. M Z Y Salem . \xref{http://dx.doi.org/10.17485/ijst/2016/v9i4/80216}{10.17485/ijst/2016/v9i4/80216}. \url{DOI:10.17485/ijst/2016/v9i4/80216} \textit{Indian Journal of Science and Technology} 2016. 9 (4) p. . \bibitem[Awan and Shahid ()]{b2}\label{b2} ‘Impact of Green Marketing on purchasing behavior of educated customers: A case study of Multan Region-Pakistan’. A G Awan , M Shahid . \textit{Management and Business Research} 2015. 4 (2) p. . (Journal of Global Economics) \bibitem[Barwise and Strong ()]{b4}\label{b4} ‘Permission-Based Mobile Advertising’. P Barwise , C Strong . \textit{Journal of Interactive Marketing} 2002. 16 (1) p. . \bibitem[Kumar ()]{b12}\label{b12} ‘Scope and Impact of SMS Advertising in India: The Case of Bundelkh and Region’. A Kumar . \textit{International Journal of Business Research and Development} 2013. 2 (1) p. . \bibitem[Dix et al. ()]{b7}\label{b7} ‘SMS advertising the Hallyu way: drivers, acceptance and intention to receive’. S Dix , K Jamieson , A S Shimul . \textit{Asia Pacific Journal of Marketing and Logistics} 2016. 28 (2) p. . \bibitem[Okazaki and Taylor ()]{b14}\label{b14} ‘What Is SMS Advertising and Why Do Multinationals Adopt It? Answers from an Empirical Study in European Markets’. S Okazaki , C R Taylor . \textit{Journal of Business Research} 2008. 61 p. . \bibitem[Shin and Lin ()]{b16}\label{b16} ‘Who Avoids Location-Based Advertising and Why? Investigating the Relationship between User Perceptions and Advertising Avoidance’. W Shin , T T C Lin . \textit{Computers in Human Behavior} 2016. 63 p. . \end{bibitemlist} \end{document}