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 24, 2024, https://igi.indrastra.com/items/show/1342