Impact of SMS advertising on purchase intention for young consumers

https://doi.org/10.35912/ijfam.v4i4.1276
Published: Mar 8, 2023

Abstract:

Purpose: It has been discovered that SMS advertising perception has a considerable direct or indirect impact on customer purchase intention. Based on the stimulus-organism-response (SOR) framework, this study focuses on providing an empirically supported response to this specific topic in the context of Bangladeshi university students after the COVID pandemic era.

Research methodology: The study employed a two-stage hybrid approach using structural equation modeling and artificial neural network modeling to assess and validate the findings. The study used convenience sampling and a structured questionnaire to gather data from undergraduate students.

Results: The results indicate that SMS advertising perception significantly influences purchasing intention. Attitude toward SMS advertisement and advertising value also mediate the relationship.

Limitations: The research is limited to the Dhaka metropolitan area in Bangladesh, and customer experience may differ in other places. Future studies should concentrate on different geographic regions to explore the topic more. Only young customers were considered in this study; outcomes for other consumers may differ.

Contribution: The study serves to broaden the area of research on SMS advertising perception and its impact on purchase intention in Bangladesh. Additionally, it helps marketers by encouraging better decision-making when developing successful marketing campaigns employing mobile-based SMS service advertisements after the pandemic epoch.

Novelty: It also allows experimental data to validate the SOR framework in the context of young consumers by applying partial least squares and artificial neural network techniques.

Keywords:
1. SMS advertising perception
2. advertising value
3. purchase intention
4. PLS-SEM
5. Artificial neural network
Authors:
Sanjoy Kumar Roy
City University, Bangladesh
https://orcid.org/0000-0003-2847-1288
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How to Cite
Roy, S. K. (2023). Impact of SMS advertising on purchase intention for young consumers. International Journal of Financial, Accounting, and Management, 4(4), 427–447. https://doi.org/10.35912/ijfam.v4i4.1276
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Issue & Section
Vol. 4 No. 4 (2023): March
Articles
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References

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    Adjzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs NJ: Pren-tice Hall.

    Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer perspective. International Journal of Advertising, 27(2), 279-297.

    Anoke, F., Ngozi, N. H., Uchechukwu, E. S., & Joyce, I. (2022). Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria. International Journal of Financial, Accounting, and Management, 4(2), 115-127.

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    Bamoriya, H., & Singh, R. (2012). SMS advertising in India: is TAM a robust model for explaining intention? Organizations and Markets in Emerging Economies, 3(1), 5.

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    Becker, J.-M., Klein, K., & Wetzels, M. (2012). Hierarchical latent variable models in PLS-SEM: guidelines for using reflective-formative type models. Long range planning, 45(5-6), 359-394.

    Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.

    Chang, Y. (2013). Age matters: Short Message Service advertising reading behaviours. International journal of mobile communications, 11(2), 159-175.

    Chatzigeorgiou, C., Christou, E., & Simeli, I. (2019). Confidence and loyalty for agrotourism brands: The Lesvos paradigm. Tourismos: An International Multidisciplinary Journal of Tourism, 14(1), 151-166.

    Cheah, J.-H., Roldán, J. L., Ciavolino, E., Ting, H., & Ramayah, T. (2021). Sampling weight adjustments in partial least squares structural equation modeling: guidelines and illustrations. Total Quality Management & Business Excellence, 32(13-14), 1594-1613.

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    Chen, L., Li, Y.-Q., & Liu, C.-H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185-197.

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    Chong, A. Y.-L. (2013). A two-staged SEM-neural network approach for understanding and predicting the determinants of m-commerce adoption. Expert Systems with Applications, 40(4), 1240-1247.

    Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53, 102106.

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    Chowdhury, S. H., Roy, S. K., Arafin, M., & Siddiquee, S. (2019). Green HR Practices and Its Impact on Employee Work Satisfaction-A Case Study on IBBL, Bangladesh. International Journal of Research and Innovation in Social Science, Delhi, 3(3), 129-138.

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    Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G* Power 3.1: Tests for correlation and regression analyses. Behavior research methods, 41(4), 1149-1160.

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    Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile Internet. Telematics and Informatics, 32(2), 355-366.

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  2. Aaker, D. A., & Stayman, D. M. (1990). Measuring audience perceptions of commercials and relating them to ad impact. Journal of Advertising Research.
  3. Adjzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs NJ: Pren-tice Hall.
  4. Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer perspective. International Journal of Advertising, 27(2), 279-297.
  5. Anoke, F., Ngozi, N. H., Uchechukwu, E. S., & Joyce, I. (2022). Entrepreneurial Marketing And SMEs Growth In Post Covid-19 Era In Awka, Anambra State, Nigeria. International Journal of Financial, Accounting, and Management, 4(2), 115-127.
  6. Arora, T., & Agarwal, B. (2019). Empirical study on perceived value and attitude of millennials towards social media advertising: a structural equation modelling approach. Vision, 23(1), 56-69.
  7. Aydin, G., & Karamehmet, B. (2017). A comparative study on attitudes towards SMS advertising and mobile application advertising. International journal of mobile communications, 15(5), 514-536.
  8. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260-272.
  9. Bakr, Y., Tolba, A., & Meshreki, H. (2019). Drivers of SMS advertising acceptance: a mixed-methods approach. Journal of Research in Interactive Marketing.
  10. Bamoriya, H., & Singh, R. (2012). SMS advertising in India: is TAM a robust model for explaining intention? Organizations and Markets in Emerging Economies, 3(1), 5.
  11. Bananuka, J., Kasera, M., Najjemba, G. M., Musimenta, D., Ssekiziyivu, B., & Kimuli, S. N. L. (2019). Attitude: mediator of subjective norm, religiosity and intention to adopt Islamic banking. Journal of Islamic Marketing.
  12. Becker, J.-M., Klein, K., & Wetzels, M. (2012). Hierarchical latent variable models in PLS-SEM: guidelines for using reflective-formative type models. Long range planning, 45(5-6), 359-394.
  13. Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32.
  14. Chang, Y. (2013). Age matters: Short Message Service advertising reading behaviours. International journal of mobile communications, 11(2), 159-175.
  15. Chatzigeorgiou, C., Christou, E., & Simeli, I. (2019). Confidence and loyalty for agrotourism brands: The Lesvos paradigm. Tourismos: An International Multidisciplinary Journal of Tourism, 14(1), 151-166.
  16. Cheah, J.-H., Roldán, J. L., Ciavolino, E., Ting, H., & Ramayah, T. (2021). Sampling weight adjustments in partial least squares structural equation modeling: guidelines and illustrations. Total Quality Management & Business Excellence, 32(13-14), 1594-1613.
  17. Chen, H., & Chen, H. (2020). Understanding the relationship between online self-image expression and purchase intention in SNS games: A moderated mediation investigation. Computers in Human Behavior, 112, 106477.
  18. Chen, L., Li, Y.-Q., & Liu, C.-H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185-197.
  19. Chin, W., Cheah, J.-H., Liu, Y., Ting, H., Lim, X.-J., & Cham, T. H. (2020). Demystifying the role of causal-predictive modeling using partial least squares structural equation modeling in information systems research. Industrial Management & Data Systems.
  20. Chong, A. Y.-L. (2013). A two-staged SEM-neural network approach for understanding and predicting the determinants of m-commerce adoption. Expert Systems with Applications, 40(4), 1240-1247.
  21. Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53, 102106.
  22. Chowdhury, S., & Roy, S. (2015). Evaluating the Impact of Insurance Companies in the Development of Insurance Practices in Bangladesh. Scholar Journal of Business and Social Science, 1(1), 37-42.
  23. Chowdhury, S. H., Roy, S. K., Arafin, M., & Siddiquee, S. (2019). Green HR Practices and Its Impact on Employee Work Satisfaction-A Case Study on IBBL, Bangladesh. International Journal of Research and Innovation in Social Science, Delhi, 3(3), 129-138.
  24. Chu, K. M. (2018). Mediating influences of attitude on internal and external factors influencing consumers’ intention to purchase organic foods in China. Sustainability, 10(12), 4690.
  25. Drossos, D. A., Giaglis, G. M., Vlachos, P. A., Zamani, E. D., & Lekakos, G. (2013). Consumer responses to SMS advertising: Antecedents and consequences. International Journal of Electronic Commerce, 18(1), 105-136.
  26. Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of current issues & research in advertising, 17(1), 1-18.
  27. Essany, M. (2014). SMS Marketing Wallops Email with 98% Open Rate and Only 1% Spam, MobileMarketingWatch.
  28. Fam, K.-S. (2008). Attributes of likeable television commercials in Asia. Journal of Advertising Research, 48(3), 418-432.
  29. Faul, F., Erdfelder, E., Buchner, A., & Lang, A.-G. (2009). Statistical power analyses using G* Power 3.1: Tests for correlation and regression analyses. Behavior research methods, 41(4), 1149-1160.
  30. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
  31. Gumbo, L., Margaret, M., & Chagwesha, M. (2022). Personal Financial Management Skills Of University Students and Their Financial Experiences During The Covid-19 Pandemic. International Journal of Financial, Accounting, and Management, 4(2), 129-143.
  32. Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling: Sage Publications.
  33. Haykin, S. (2001). Neural networks, a Comprehensive Foundation. Preditice Hall, Englewood Cliffs. New Jersey.
  34. Hoeken, H., & den Ouden, H. (2022). Sadly and joyfully moving ads: The influence of hedonic and eudaimonic experiences on the attitude toward the ad. Journal of Promotion Management, 28(6), 843-868.
  35. Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), 92-108.
  36. Islam, S., Hossain, M. S., & Roy, S. K. (2021). Performance Evaluation using CAMELS Model: A Comparative Study on Private Commercial Banks in Bangladesh.
  37. Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile Internet. Telematics and Informatics, 32(2), 355-366.
  38. Khan, M. R., & Roy, S. K. (2022). Do primary HR functions model work in emerging economies? Sustainable compact perspective for Bangladeshi RMG industry. Review of International Business and Strategy(ahead-of-print).
  39. Khan, M. R., Roy, S. K., & Hossain, S. K. (2019). Factors Affecting Garments Employees Perception on Job Performance: Evidence from Bangladesh. International Journal of Management and Sustainability, 8(1), 32-47.
  40. Khan, M. R., Roy, S. K., & Pervin, M. T. (2022). Retail-based Women Entrepreneurship Entry Model through Small Business Orientation (SBO). JWEE(1-2), 117-136.
  41. Khan, S. K. R. M. R., & Hossain, S. K. (2016). Determinants of users’ satisfaction regarding mobile operators in Bangladesh: An exploratory factor analysis approach on university students. European Journal of Business and Management, 8(26), 31-39.
  42. Khasawneh, M. H. A., & Shuhaiber, A. (2018). Developing and validating a comprehensive model of factors influencing consumer acceptance of SMS advertising: empirical evidence using SEM-PLS. International Journal of Business Information Systems, 27(3), 298-330.
  43. Kline, R. B. (2015). Principles and practice of structural equation modeling: Guilford publications.
  44. Korgaonkar, P., & Wolin, L. D. (2002). Web usage, advertising, and shopping: relationship patterns. Internet Research.
  45. Laurie, S., Mortimer, K., & Beard, F. (2019). Has advertising lost its meaning? Views of UK and US millennials. Journal of Promotion Management, 25(6), 765-782.
  46. Leong, L.-Y., Jaafar, N. I., & Ainin, S. (2018). Understanding Facebook commerce (f-commerce) actual purchase from an artificial neural network perspective. Journal of Electronic Commerce Research, 19(1).
  47. Lin, H., & Chen, Z. (2015). Influence of SMS advertising on consumer behavioral intention. Journal of Organizational and End User Computing (JOEUC), 27(4), 25-42.
  48. Lindsay, P. H., & Norman, D. A. (2013). Human information processing: An introduction to psychology: Academic press.
  49. Liu, C.-L. E., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising—a comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21-32.
  50. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.
  51. Malik, R., & Dubey, S. (2013). Role of advertising value as a mediator in formation of attitudes towards online advertising in indian online space. Indore Management Journal, 4(5), 23-29.
  52. Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387.
  53. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology: the MIT Press.
  54. Moldovan, S. E. (1984). Copy factors related to persuasion scores. Journal of Advertising Research, 24(6), 16-22.
  55. Nitzl, C., Roldan, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling: Helping researchers discuss more sophisticated models. Industrial Management & Data Systems.
  56. Pervin, M. T., & Begum, R. (2022). Engaging Employees in Management and Decision-Making Process: A Case Study on “Vision Garments Limited”. Annals of Human Resource Management Research, 2(1), 71-85.
  57. Pickens, J. (2005). Attitudes and perceptions. Organizational behavior in health care, 4(7), 43-76.
  58. Pintado, T., Sanchez, J., Carcelén, S., & Alameda, D. (2017). The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor. Journal of Internet Commerce, 16(4), 364-384.
  59. Radder, L., Pietersen, J., Wang, H., & Han, X. (2010). Antecedents of South African high school pupils acceptance of universities SMS advertising. International Business & Economics Research Journal (IBER), 9(4).
  60. Rahman, G. M., & Shanjabin, S. (2022). The trilogy of job stress, motivation, and satisfaction of police officers: Empirical findings from Bangladesh. International Journal of Financial, Accounting, and Management, 4(1), 85-99.
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