Antecedents Of South African High School Pupils Acceptance Of Universities SMS Advertising

Based on its versatility as a personal and direct medium of communication, short message service (SMS) provides a potentially useful avenue to higher educational institutions for marketing their programs to prospective students. However, the success of mobile marketing depends largely on its acceptance by the target population. This study explores antecedents to pre-final year high school pupils’ acceptance of South African universities’ SMS advertising. Results show that social influence is a better predictor of the target market’s intentions to adopt SMS advertising than attitudes are. Behavioral intentions are a function of attitudes, social influences, innovation levels, and perceived study utility. No significant relationship exists between perceived risk and SMS advertising acceptance.  South African universities could consider using SMS advertising in conjunction with traditional media, but should ensure that SMS content is based on the needs of their target market

Data Clustering Analysis of the Factors Affecting Palestinian Customers’ Attitudes Towards SMS Advertising

The aim of this article is to identify the factors affecting customer attitudes toward SMS advertising in the Palestinian banking sector using data clustering. A survey questionnaire was designed and distributed to collect primary data. In total 412 usable questionnaires were analyzed using data clustering. The findings reveal that relevancy, entertainment, informativeness, and creditability have positive impact on the attitudes of the Palestinian customers towards the Banks’ SMS advertising. Data clustering, however, provided empirical evidence that most of the respondents are annoyed by the SMS advertising which requires developing policies and procedures at the bank level to get the customers consent (permission) to receive SMS advertisements prior to sending them to customers

Factors Affecting Consumers' Attitudes Towards SMS Advertising

This paper aims to investigate the factors that have positive effects on the attitudes of the Palestinian consumers towards SMS advertising. The questionnaire was distributed randomly to 475 students of Islamic University of Gaza (IUG). The results show that Entertainment, relevancy, non-irritation and credibility have significant positive effects on consumers' attitudes towards SMS adverts. Yet, credibility is the strongest factor. However, informativeness doesn’t have a significant effect on the consumers’ attitudes towards SMS advertising. Furthermore, gender affects the consumers’ attitude towards SMS advertising. In fact, Male students are more affected by the SMS adverts. The results can help marketers to effectively design the SMS advertising campaigns. Associations can use the results to develop the interactions with the society and the targeted groups. Keywords: Mobile marketing, SMS advertising, consumers’ attitude, Palestin

Cross-cultural consumer perceptions of advertising via mobile devices – some evidence from Europe and Japan

Mobile devices allow constant access to the World Wide Web without time and location barriers and present new challenges for marketers and an array of research questions for marketing researchers. The topic of mobile advertising is of special interest for companies as it enables communication with customers in unprecedented ways. As mobile technologies are being increasingly adopted on a worldwide basis, international m-advertising becomes an issue of growing importance. This paper therefore presents first cross-cultural evidence of individuals’ perceptions of mobile advertising. The analysis is based on a survey of business students in two respective markets, Japan and Austria. Findings of this study show that people are still skeptical about mobile advertising. However, there are slight differences in perceptions between Japan and Austria. Japanese respondents perceive madvertising as more entertaining and valuable. Despite the fact that they are more frequently exposed to mobile advertising messages, they also show a more positive attitude toward it. Implications for practitioners as well as for future research are suggested based on these findings

An Exploratory Study on the Adoption of Mobile Advertising in China

With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitude toward mobile advertising. Therefore, this research aims to investigate the factors which influence consumers’ adoption of mobile advertising. Based on literature review from previous research, a research model was proposed. This research model was empirically evaluated using survey data collected from 302 receivers of mobile advertising. According to the analytical results of our study, consumers’ attitude toward mobile advertising and incentives explain about 80% of consumers’ intention to receive mobile advertisements. Besides, entertainment, credibility, personalization and irritation all have direct effects on consumers’ toward mobile advertising, and the effect from entertainment is quite strong. Furthermore, both theoretical and practical implications of this study are discussed

Antecedents and Consequences of Mobile Advertising Intrusiveness

Consumers’ negative perceptions toward mobile advertising have been a major impediment to its wider acceptance. This study examines the effects of perceived value of the mobile advertising and consumer privacy violation would have on consumers’ perceived mobile advertising intrusiveness, as well as the relationships of intrusiveness with perceived ad irritation and ad avoidance behavior. Results from a survey of 103 Chinese mobile consumers suggest that informativeness of mobile advertising reduces perceived intrusiveness, consumer privacy concern positively affects intrusiveness, while a higher level of perceived intrusiveness positively impacts ad irritation and ad avoidance behavior

A Pilot Exploration On Consumers’ AttitudesTowards Mobile Advertising In Sri Lanka

Mobile media has been rapidly evolving in the market with novel technological features. It has captured the advertising field in a revolutionary manner. Unlike in developed countries mobile media is less popular in developing countries. This study is designed to explore the Sri Lankan consumers’ attitudes towards mobile advertising. The author presents a model of the relationship between demographics and experience with internet advertisements and their attitudes towards mobile advertising. Self-administrative questionnaire was applied to collect data and 413valid responses were gathered. The data analysis results show that, i) Demographics (age, family income) and ii) Experience with internet ads are predictors of attitude towards mobile advertising. Experience with internet ads has significant moderating effect on attitude on m-ads