Factors that Predict Attitudinal Grouping towards SMS Advertising

Dublin Core

Title

Factors that Predict Attitudinal Grouping towards SMS Advertising

Subject

Discriminant analysis
SMS advertising
infotainment

Description

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.

Creator

Humbani, Michael
Jordaan, Yolanda

Source

International Journal of Interactive Mobile Technologies (iJIM); Vol. 12 No. 5 (2018); pp. 97-111
1865-7923

Publisher

International Association of Online Engineering (IAOE), Vienna, Austria

Date

2018-09-29

Rights

Copyright (c) 2018 Michael Humbani, Yolanda Jordaan

Relation

Format

application/pdf

Language

eng

Type

info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article

Identifier

Citation

Michael Humbani and Yolanda Jordaan, Factors that Predict Attitudinal Grouping towards SMS Advertising, International Association of Online Engineering (IAOE), Vienna, Austria, 2018, accessed November 7, 2024, https://igi.indrastra.com/items/show/1342

Social Bookmarking