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  The IUP Journal of   Brand Management :
Factors Influencing Consumers’ Attitude, Intention and Behavior Towards Short Message Service-Based Mobile Advertising in Pakistan
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In Pakistan, the total number of Short Message Service (SMS) exchanged during 2014-15 was 393.1 billion. Even though several studies have been conducted regarding consumer attitude towards SMS marketing in countries like India, Jordan, Iran, UK, Bahrain and Canada, etc., an empirical study in the context of Pakistan was still lacking; and this research paper fills this gap. The required data was collected from 245 university students in Pakistan. Partial Least Square-Structural Equation Modeling (PLS-SEM) was used to test the relationship among variables and for model testing through path analysis. The results show that credibility, informativeness and entertainment have positive impact, while irritation and personalization have negative influence on the dependent variable, i.e., attitude towards SMS advertising. The variable ‘perceived benefits’ has a weak effect on intention towards receiving advertising messages. As the SMS marketing industry is still at a growth stage in Pakistan, this research paper will prove to be a unique contribution for both marketers and academicians.

 
 
 

Text messages (SMS, Short Message Service) are short communications which consist of the communicator’s ID and are sent from one mobile device to another using the applications on handsets via Wireless Application Protocol (WAP). SMS is the brand engagement technology of choice for billions of consumers in the world. This facility is available on any type of mobile phone globally, which sets it apart from mobile apps, which are exclusive to smartphones and tablets only (Portio Research, 2015). Globally, the annual expenditure on advertising through mobile messages has reached more than $14,173 mn in a few years, which was just $2,560 mn in 2007.

SMS marketing is an emerging medium for advertising various products and services. It involves conveying of marketing messages to individuals via mobile devices to promote goods, services and ideas to both existing and potential customers (Haghirian et al., 2005). Advertising through SMS is gaining popularity among many companies—both big and small—as a tool to communicate with their customers (Portio Research, 2015). The main rationale for communicating by means of SMS is its high perusal rate. 99% of text messages are examined by the recipients and 90% are read within three minutes after conveyance (Almossawi, 2014). SMS has a ‘message open rate’ of 99%, while it is very low in the case of e-mail, which is just 22% (Dixon and Birmingham, 2015). Actually, SMS is a subset of mobile marketing (Saleem, 2013).

 
 
 

Brand Management Journal, Factors Influencing Consumers, Attitude, Short Message Service, Mobile Advertising