A study of effective factors on the attitude of the consumers of cellphone SMS advertisement and their impact on purchase behavior
Journal Title: Journal of Science and today’s world - Year 2014, Vol 3, Issue 5
Abstract
The present study is a result of a field study that has the aim of studying the factors that are effective on the attitude of the consumers of cellphones’ SMS ads and their impact on the purchase behavior and intent. Considering the increasing spread of the users of cellphone SMS ads and the extent of the influence, the cellphone has been rapidly turned into an easy marketing channel for marketers and advertisers and the experimental studies in this regard is increasing. The variables in this study are “mobile advertising dimensions (entertainment, providing information, irritation and validity), “gaining permission”, “incentives”, “intention” and “behavior”. For fulfilling the intended objectives, in this study a questionnaire consisted of 35 questions was distributed among 430 individuals having cellphone using convenience sampling and 407 questionnaires were collected and LIZREL software was used for testing the model. The results of the study indicate that cellphone advertising dimensions have a positive significant impact on attitude, attitude with intention and intention with behavior and that gaining permission does not has significant impact on attitude.
Authors and Affiliations
Aziz Yousefiani, Ali Kazemi
Keywords
Related Articles
- EP ID EP29454
- DOI -
- Views 372
- Downloads 2
Study on the effectiveness of raising creativity methods in girl eighth-grade students of Amol city
This study was carried out in order to study the effectiveness of raising creativity methods in students Amol third girl. Statistical population of this study includes all girl eighth-grade students who were selected a...
Analysis of the effects of the dimensions and type of micro pump on the pull-in voltage caused by the vibration of the diaphragm in contact with fluids
Nowadays because of the advancement of technology, and the ever-increasing inclination toward small equipment, many researches regarding micro and Nano systems have been performed. The current study is about Micro Elect...
Studying the effect of marketing mix factors in promoting sales of petrochemical products (Case Study: Jam Petrochemical Company)
The purpose of the present research was to identify the marketing mixing factors in promoting the sale of petrochemical products. To achieve this goal, two hypotheses have been developed. The present research is descri...
The effects of inflation rate on saving of rural families: a case study of Khuzestan Province
Usually there has been controversy on the effects of inflation rate on saving amount of people in different economic schools. Regarding the general increase of price of goods and services in recent years the present st...
Accounting information systems as tools during financial crises
The high social costs associated with bankruptcy have spurred for better theoretical understanding and prediction capability. From initial developments such as Beaver and Altman, the interest of experts, academics and...