Factors Affecting Consumers' Attitudes Towards SMS Advertising

Abstract

This paper aims to investigate the factors that have positive effects on the attitudes of the Palestinian consumers towards SMS advertising. The questionnaire was distributed randomly to 475 students of Islamic University of Gaza (IUG). The results show that Entertainment, relevancy, non-irritation and credibility have significant positive effects on consumers' attitudes towards SMS adverts. Yet, credibility is the strongest factor. However, informativeness doesn’t have a significant effect on the consumers’ attitudes towards SMS advertising. Furthermore, gender affects the consumers’ attitude towards SMS advertising. In fact, Male students are more affected by the SMS adverts. The results can help marketers to effectively design the SMS advertising campaigns. Associations can use the results to develop the interactions with the society and the targeted groups.

Keywords: Mobile marketing, SMS advertising, consumers’ attitude, Palestine