Economics at your fingertips  

Attitude toward SMS advertising and derived behavioral intension, an empirical study using TPB (SEM method)

Bahram Ranjbarian, Maryam Rehman and Azita Lari ()
Additional contact information
Azita Lari: Department of Management, University of Isfahan, Isfahan, Iran

Social-Economic Debates, 2014, vol. 3, issue 1, 42-59

Abstract: The rapid technology developing of mobile phones and other mobile devices has created a new channel for marketing. The use of short messaging service to access customers through their handheld devices is now popular and making the mobile phone as an ultimate tool for one-to-one marketing. What seems important is the consumer attitude toward such marketing methods. Therefore, the main aim of this study is identifying attitude toward SMS advertising and derived behavioral intension among Iranian mobile users for the first time. A measurement scale was developed for measuring attitudes toward mobile advertising based on theory of planed behavior (TPB) and the results were evaluated by structural equation modeling method (SEM). The participants of the study were 246 mobile users in two cities: Shiraz and Isfahan. The results indicate that, attitude toward SMS ads can affects positively on intension and on post-behavior. But there is no relationship between intention toward SMS ads and post-behavior.

Keywords: Consumer; Attitude; Intension; TPB; SMS advertisement; SEM (search for similar items in EconPapers)
JEL-codes: D03 M31 (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations Track citations by RSS feed

Downloads: (external link) (application/pdf) (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

Social-Economic Debates is currently edited by Cristina Balaceanu

More articles in Social-Economic Debates from Association for Entreprenorial Spirit Promotion
Series data maintained by Adi Sava ().

Page updated 2017-09-29
Handle: RePEc:sdb:social:v:3:y:2014:i:1:p:42-59