Scope and Impact of SMS Advertising in India: The Case of Bundelkhand Region
International Journal of Business Research and Development | Vol. 2 No.1, pp. 28‐34, 2013
7 Pages Posted: 17 May 2017
Date Written: May 17, 2017
With the advent of smart phones, everyone today is talking about Internet on mobiles, 3G speeds and so on. However, even today SMS, a traditional short message service on mobile, is pretty much the most frequently used feature after calling or even more than calling. Even professionals use it for myriad of reasons, including checking bank balances, mobile bills, and status of trains/flights etc. Recent TRAI data shows that Indians are using SMS as an extension of their lives more and more every year, an average Indian sends 29 SMS per month (Telecom Regulatory Authority of India, 2011). Just multiplying that with the number of ever growing Mobile subscribers in India gives an idea of the amount of SMS traffic India generates. In India there are over 850 million mobile subscribes and the number is rapidly increasing day by day. SMS marketing is one of the most popular forms of mobile marketing. The present research investigates consumers’ attitudes towards mobile advertising, and constructs a research frame work in order to extract relevant factors affecting consumers’ attitude towards SMS based advertisements and users’ actual behavior. The results of the research revealed that the attitude of the consumers towards SMS advertising is reflected in terms of privacy, irritation (anger), prior permission, time of sending, local language, operating knowledge and consumer preferences. The research was conducted with a sample size suitable for study about the changing attitude and behavior of mobile users or consumers.
JEL Classification: M1, M2, M3
Suggested Citation: Suggested Citation