Abstract:
This study focuses on factors that predict consumer attitudes towards
short message service (SMS) advertising. The purpose of the study is to
build a predictive framework that can be employed to identify which factors of
SMS advertising contribute to different attitudinal groups. This study is based
on the push and pull motivation theory which, in this context, explains and predicts
consumer responses to SMS advertisements. The results of the discriminant
analysis indicate that three factors of SMS advertising are responsible for
group separation, namely perceived SMS infotainment, perceived knowledge
and fear of spamming. The discriminant model enables practitioners to predict
the category to which consumers belong based on their responses to the factors
of SMS advertising, and allows media practitioners to use SMS advertising
more effectively.
