Abstract
This research focuses on determining the attitude of the Pakistani
consumer towards SMS advertisements because this medium is only
effective when it is widely acknowledged by consumers. Therefore, it is
necessary to conduct research on the attitude of consumers toward
SMS advertisement. A Total 384 questionnaire were distributed and out
of 384 questionnaires 289 questionnaires were valid. This Study uses
descriptive analysis, correlation analysis and hierarchal regression
analysis, to study the moderating effect of frequency of contact
between entertainment, infotainment, irritation, credibility and the
attitude of consumers toward SMS advertisement. Also studied the
mediating role of advertising value. This Study finds that the majority
of the factor that affect consumer attitude is the content and frequency
of advertising SMS. The demographic variable has a very less or no
impact on the attitude.. This study has numerous limitations that
provide opportunities for future research. First, this study has a small
sample size; secondly, it was using convenience sampling also last that
this study didn’t include the problem of permission based SMS
advertisement.
Hafiz Muhammad Ishaq, Ayesha Javed, Yasir Karim. (2015) Determining the Role of Content and Frequency of Advertising SMS in Predicting Attitude of Consumers Toward SMS Advertisement, Abasyn Journal of Social Sciences, Volume-08, Issue-2.
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