Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius
The purpose of this paper is to investigate factors influencing Mauritian consumers’ attitude towards SMS advertising. Based on the Uses and Gratifications (U&G) theory, a questionnaire was designed and administered among 277 University of Mauritius students using a survey method. Results showed...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Language: | English |
| Published: |
Lucian Blaga University
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/96885 |
| _version_ | 1848766206333419520 |
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| author | Sannegadu, Rajesh Gunesh, Raj Seethiah, Dhruvandranand Dookhony-Ramphul, Kiran |
| author_facet | Sannegadu, Rajesh Gunesh, Raj Seethiah, Dhruvandranand Dookhony-Ramphul, Kiran |
| author_sort | Sannegadu, Rajesh |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The purpose of this paper is to investigate factors influencing Mauritian consumers’ attitude towards SMS advertising. Based on the Uses and Gratifications (U&G) theory, a questionnaire was designed and administered among 277 University of Mauritius students using a survey method. Results showed a positive relationship between infotainment, credibility and SMS advertising value. Findings also revealed that advertising value had a positive impact on attitude towards SMS advertisement. Conversely, irritation had a negative relationship with the SMS advertising value. Therefore, marketing managers should present precise information to consumers in a pleasant and enjoyable way. Offensive, insulting and frustrating elements in SMS adverts that can irritate consumers should be avoided. These findings have managerial implications for marketing practitioners in creating and implementing effective SMS marketing campaigns to tap into the benefits of using mass advertising. |
| first_indexed | 2025-11-14T11:47:27Z |
| format | Journal Article |
| id | curtin-20.500.11937-96885 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:47:27Z |
| publishDate | 2019 |
| publisher | Lucian Blaga University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-968852025-02-18T01:42:14Z Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius Sannegadu, Rajesh Gunesh, Raj Seethiah, Dhruvandranand Dookhony-Ramphul, Kiran The purpose of this paper is to investigate factors influencing Mauritian consumers’ attitude towards SMS advertising. Based on the Uses and Gratifications (U&G) theory, a questionnaire was designed and administered among 277 University of Mauritius students using a survey method. Results showed a positive relationship between infotainment, credibility and SMS advertising value. Findings also revealed that advertising value had a positive impact on attitude towards SMS advertisement. Conversely, irritation had a negative relationship with the SMS advertising value. Therefore, marketing managers should present precise information to consumers in a pleasant and enjoyable way. Offensive, insulting and frustrating elements in SMS adverts that can irritate consumers should be avoided. These findings have managerial implications for marketing practitioners in creating and implementing effective SMS marketing campaigns to tap into the benefits of using mass advertising. 2019 Journal Article http://hdl.handle.net/20.500.11937/96885 10.2478/sbe-2019-0031 English http://creativecommons.org/licenses/by-nc-nd/3.0 Lucian Blaga University fulltext |
| spellingShingle | Sannegadu, Rajesh Gunesh, Raj Seethiah, Dhruvandranand Dookhony-Ramphul, Kiran Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius |
| title | Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius |
| title_full | Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius |
| title_fullStr | Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius |
| title_full_unstemmed | Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius |
| title_short | Factors Influencing Customers' Attitude towards SMS Advertisement: Evidence from Mauritius |
| title_sort | factors influencing customers' attitude towards sms advertisement: evidence from mauritius |
| url | http://hdl.handle.net/20.500.11937/96885 |