Consumer Responses to SMS Advertising: Antecedents and Consequences

International Journal of Electronic Commerce, vol. 18, no. 4, pp. 105-136.

53 Pages Posted: 15 Dec 2009 Last revised: 13 Dec 2013

See all articles by Dimitris Drossos

Dimitris Drossos

Athens University of Economics and Business - Department of Marketing and Communication

George M. Giaglis

Athens University of Economics and Business

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Efpraxia D. Zamani

De Montfort University

George Lekakos

Athens University of Economics and Business - Department of Management Science and Technology

Date Written: November 11, 2013

Abstract

Mobile phone advertisements, in the form of text messages (SMS), have been recognized as an important form of product promotion. The purpose of this paper is to investigate factors influencing the effectiveness of SMS advertising by using a hierarchy of effects approach. We employ a simulated experiment with 736 respondents to examine how consumers react to SMS advertisements and identify factors that influence their attitude towards the ad (Aad), attitude towards the brand (Ab), and purchase intention (PI). Perceived ad credibility, attitude towards mobile advertising, message appeal, argument quality, incentive, product involvement and interactivity were found to be antecedents of Aad. Moreover, there is a clear link between attitude and behavioral intention. The study is amongst the first to provide an experimental-based assessment and a unified model linking consumer attitudes towards mobile text ads with brand attitudes and purchase intentions.

Keywords: mobile advertising, SMS, advertising effectiveness, attitude, purchase intention

JEL Classification: M37, L96

Suggested Citation

Drossos, Dimitris and Giaglis, George M. and Vlachos, Pavlos A. and Zamani, Efpraxia D. and Lekakos, George, Consumer Responses to SMS Advertising: Antecedents and Consequences (November 11, 2013). International Journal of Electronic Commerce, vol. 18, no. 4, pp. 105-136.. Available at SSRN: https://ssrn.com/abstract=1522148 or http://dx.doi.org/10.2139/ssrn.1522148

Dimitris Drossos (Contact Author)

Athens University of Economics and Business - Department of Marketing and Communication ( email )

Athens
Greece

George M. Giaglis

Athens University of Economics and Business ( email )

Athens, 104 34

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

Efpraxia D. Zamani

De Montfort University ( email )

The Gateway
Leicester, LE1 9BH
United Kingdom

George Lekakos

Athens University of Economics and Business - Department of Management Science and Technology ( email )

Athens GR-11362
Greece

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