Factors that Predict Attitudinal Grouping towards SMS Advertising

Authors

DOI:

https://doi.org/10.3991/ijim.v12i5.8985

Keywords:

Discriminant analysis, SMS advertising, infotainment

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.

Author Biographies

Michael Humbani, University of Pretoria

Department of Marketing Management

Lecturer

Yolanda Jordaan, University of Pretoria

Department of Marketing Management

Head of Department

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Published

2018-09-29

How to Cite

Humbani, M., & Jordaan, Y. (2018). Factors that Predict Attitudinal Grouping towards SMS Advertising. International Journal of Interactive Mobile Technologies (iJIM), 12(5), pp. 97–111. https://doi.org/10.3991/ijim.v12i5.8985

Issue

Section

Papers