Determinants of Effective SMS Advertising: An Experimental Study

TLDR

Mobile advertising, especially SMS text ads, is widely used in mobile commerce, yet little is known about its effectiveness and the factors that drive success. The study investigates the significance of factors associated with SMS advertising effectiveness. An experimental study design was used to assess these factors. The findings indicate that incentive, interactivity, appeal, product involvement, and attitude toward SMS advertising directly influence attitude toward the advertisement, attitude toward the brand, and purchase intention, and that focusing on these factors can improve campaign effectiveness.

Abstract

Mobile advertising has become one of the most popular applications in mobile commerce, particularly in the form of text advertising through SMS (Short Messaging Service). However, in the study of mobile advertising little is known regarding the effectiveness of SMS advertising and the factors contributing to its success. This research investigates the significance of a number of factors associated with SMS advertising effectiveness through an experimental study. The findings indicate that incentive, interactivity, appeal, product involvement, and attitude toward SMS advertising in general directly influence attitude toward the advertisement, attitude toward the brand, and purchase intention. The results of the study suggest that a stronger focus on these factors is necessary to improve the effectiveness of SMS advertising campaigns.