Exploring antecedents of SMS-based mobile advertising perceptions

Constantinos K. Coursaris, Jieun Sung and Sarah J. Swierenga

International Journal of Electronic Finance, 2012, vol. 6, issue 2, 143-156

Abstract: A mobile advertising study conducted with college students evaluated the effect of a mobile advertisement's message length on the receiving mobile user's perceptions of informativeness, entertainment and consequent attitude toward the advertisement, as well as cultural, gender or age differences. A PLS data analysis indicates positive effects of mobile ads' message length on the perceived informativeness and entertainment of the mobile ad, which in turn positively influence both attitude toward the mobile ad and the mobile user's intention to learn more about the advertised brand. The model has high explanatory power. Implications of click through intentions on e-finance are discussed.

Keywords: mobile advertising; m-advertising; SMS; short message service; message length; informativeness; entertainment; user attitudes; culture differences; cross-cultural differences; gender differences; age differences; electronic finance; e-finance; mobile ads; mobile adverts; click through intentions. (search for similar items in EconPapers)
Date: 2012
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