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Young consumers' motives for using SMS and perceptions towards SMS advertising

Young consumers' motives for using SMS and perceptions towards SMS advertising Purpose – The purpose of this paper is to examine young consumers' motives for using short message service (SMS), their SMS usage frequency, and their attitudes towards SMS advertising. Design/methodology/approach – Data were collected using convenience sampling via a self administered questionnaire in a large Western Australia university. A total of 211 useable responses were collected and retained for analysis. Findings – Factor analysis on the motives for using SMS revealed seven factors. The results showed that convenience and economical reasons influence SMS usage frequency. Social involvement is also found to influence attitudes towards SMS advertising. Research limitations/implications – The sample is only limited to young consumers in an Australian context. As such, limited generalization can be derived. Future research can look into cross cultural studies or other consumer segments. Practical implications – Marketers and advertisers can look into crafting relevant and targeted messages to reach young consumers. Furthermore, referrals can be another option to reach the young consumer market. Pricing strategies and integrating SMS advertising with other forms of media can be further explored. Originality/value – Many prior studies have focused on an Asian or European context. Limited research has been done to investigate the relationship between motives for using SMS and attitudes towards SMS as an advertising tool. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

Young consumers' motives for using SMS and perceptions towards SMS advertising

Ian Phau; Min Teah
Direct Marketing: An International Journal , Volume 3 (2): 12 – Jun 5, 2009
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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930910964768
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine young consumers' motives for using short message service (SMS), their SMS usage frequency, and their attitudes towards SMS advertising. Design/methodology/approach – Data were collected using convenience sampling via a self administered questionnaire in a large Western Australia university. A total of 211 useable responses were collected and retained for analysis. Findings – Factor analysis on the motives for using SMS revealed seven factors. The results showed that convenience and economical reasons influence SMS usage frequency. Social involvement is also found to influence attitudes towards SMS advertising. Research limitations/implications – The sample is only limited to young consumers in an Australian context. As such, limited generalization can be derived. Future research can look into cross cultural studies or other consumer segments. Practical implications – Marketers and advertisers can look into crafting relevant and targeted messages to reach young consumers. Furthermore, referrals can be another option to reach the young consumer market. Pricing strategies and integrating SMS advertising with other forms of media can be further explored. Originality/value – Many prior studies have focused on an Asian or European context. Limited research has been done to investigate the relationship between motives for using SMS and attitudes towards SMS as an advertising tool.

Journal

Direct Marketing: An International Journal – Emerald Publishing

Published: Jun 5, 2009

Keywords: Mobile communication systems; Advertising; Consumer behaviour

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