IJFAM

Article Details

Vol. 4 No. 4 (2023): March

Impact of SMS Advertising on Purchase Intention for Young Consumers

https://doi.org/10.35912/ijfam.v4i4.1276
08 Mar 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.

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.

Conclusions: This study shows that SMS advertising perception influences purchase intention among Bangladeshi university students, with attitude and ad value mediating this effect. Using structural equation modeling and artificial neural networks, it provides insights for marketers in post-COVID mobile advertising. Future research should explore broader demographics and regions.

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.

Contributions: The study serves to broaden the area of research on SMS advertising perception, 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.

Keywords

SMS advertising perception advertising value purchase intention PLS-SEM Artificial neural network

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

Download Citation

Endnote/Zotero/Mendeley (RIS) BibTeX

References

  1. Aaker, D. A., & Bruzzone, D. E. (1981). Viewer perceptions of prime-time television advertising. Journal of Advertising Research, 21(5), 15-23. doi:https://doi.org/10.1080/00218499.1981.12468150
  2. Aaker, D. A., & Stayman, D. M. (1990). Measuring audience perceptions of commercials and relating them to ad impact. Journal of Advertising Research, 30(4), 7-18. doi:https://doi.org/10.1080/00218499.1990.12466731
  3. Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer perspective. International Journal of Advertising, 27(2), 279-297. doi:https://doi.org/10.1080/02650487.2008.11073055
  4. 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. doi:https://doi.org/10.35912/ijfam.v4i2.833
  5. 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. doi:https://doi.org/10.1177/0972262918821248
  6. 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. doi:https://doi.org/10.1504/IJMC.2017.086366
  7. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of services Marketing, 25(4), 260-272. doi:https://doi.org/10.1108/08876041111143096
  8. Bakr, Y., Tolba, A., & Meshreki, H. (2019). Drivers of SMS advertising acceptance: a mixed-methods approach. Journal of Research in Interactive Marketing, 13(1), 96-118. doi:https://doi.org/10.1108/JRIM-02-2018-0033
  9. Bamoriya, H. (2012). SMS AdvertiSing in indiA: iS tAM A robuSt Model for explAining intention? Acta Universitatis Danubius. Œconomica, 8(3), 17-27. doi:https://doi.org/10.15388/omee.2012.3.1.14277
  10. Bananuka, J., Kasera, M., Najjemba, G. M., Musimenta, D., Ssekiziyivu, B., & Kimuli, S. N. L. (2020). Attitude: mediator of subjective norm, religiosity and intention to adopt Islamic banking. Journal of Islamic Marketing, 11(1), 81-96. doi:https://doi.org/10.1108/JIMA-02-2018-0025
  11. 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. doi:https://doi.org/10.1016/j.lrp.2012.10.001
  12. Brackett, L. K., & Carr Jr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-33. doi:https://doi.org/10.2501/jar-41-5-23-32
  13. Chang, Y. (2013). Age matters: Short Message Service advertising reading behaviours. International Journal of Mobile Communications, 11(2), 159-175. doi:https://doi.org/10.1504/IJMC.2013.052639
  14. 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. doi:https://doi.org/10.5281/zenodo.3755067
  15. 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. doi:https://doi.org/10.1080/14783363.2020.1754125
  16. 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. doi:https://doi.org/10.1016/j.chb.2020.106477
  17. 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. doi:https://doi.org/10.1016/j.jairtraman.2018.11.002
  18. 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, 120(12), 2161-2209. doi:https://doi.org/10.1108/IMDS-10-2019-0529
  19. 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. doi:https://doi.org/10.1016/j.eswa.2012.08.067
  20. Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: SOR approach. International Journal of Information Management, 53. doi:https://doi.org/10.1016/j.ijinfomgt.2020.102106
  21. 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.
  22. 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.
  23. 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). doi:https://doi.org/10.3390/su10124690
  24. 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. doi:https://doi.org/10.2753/JEC1086-4415180104
  25. Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal of current issues & research in advertising, 17(1), 1-18. doi:https://doi.org/10.1080/10641734.1995.10505022
  26. Essany, M. (2014). SMS Marketing Wallops Email with 98% Open Rate and Only 1% Spam, MobileMarketingWatch: Retrived from https://mobilemarketingwatch. com/smsmarketing-wallops-email ….
  27. Fam, K.-S. (2008). Attributes of likeable television commercials in Asia. Journal of Advertising Research, 48(3), 418-432. doi:https://doi.org/10.2501/S0021849908080422
  28. 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. doi:https://doi.org/10.3758/BRM.41.4.1149
  29. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. doi:https://doi.org/10.2307/3151312
  30. 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. doi:https://doi.org/10.35912/ijfam.v4i2.835
  31. Hair Jr, J., Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling: Sage Publications.
  32. Haykin, S. (1994). Neural networks: a comprehensive foundation. United States: Prentice hall PTR.
  33. Heilbroner, R. L., Ajzen, I., Fishbein, M., & Thurow, L. C. (1980). Understanding attitudes and predicting social behavior: Prentice Hall.
  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. doi:https://doi.org/10.1080/10496491.2021.2015512
  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. doi:https://doi.org/10.1007/s11747-017-0532-y
  36. Islam, S., Hossain, M. S., & Roy, S. K. (2021). Performance evaluation using CAMELS model: A comparative study on private commercial banks in Bangladesh. International Journal for Asian Contemporary Research, 1(4), 170-176.
  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. doi:https://doi.org/10.1016/j.tele.2014.10.001
  38. Khan, M. R., & Roy, S. K. (2023). Do primary HR functions model work in emerging economies? Sustainable compact perspective for Bangladeshi RMG industry. Review of International Business and Strategy, 33(2), 328-341. doi:https://doi.org/10.1108/RIBS-04-2021-0065
  39. 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. doi:https://doi.org/10.1504/IJBIS.2018.089859
  40. Kline, R. B. (2023). Principles and practice of structural equation modeling: Guilford publications.
  41. Korgaonkar, P., & Wolin, L. D. (2002). Web usage, advertising, and shopping: relationship patterns. Internet Research, 12(2), 191-204. doi:https://doi.org/10.1108/10662240210422549
  42. 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. doi:https://doi.org/10.1080/10496491.2018.1536623
  43. 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). doi:https://doi.org/10.1016/j.elerap.2019.100898
  44. 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. doi:https://doi.org/10.4018/978-1-5225-1793-1.ch037
  45. Lindsay, P. H., & Norman, D. A. (2013). Human information processing: An introduction to psychology: Academic press.
  46. 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. doi:https://doi.org/10.1016/j.intmar.2011.07.002
  47. 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. doi:https://doi.org/10.1177/002224298905300204
  48. 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.
  49. 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. doi:https://doi.org/10.1016/j.jbusres.2017.12.047
  50. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology: the MIT Press.
  51. 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, 116(9), 1849-1864. doi:https://doi.org/10.1108/IMDS-07-2015-0302
  52. 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. doi:https://doi.org/10.35912/ahrmr.v2i1.1225
  53. Pickens, J. (2005). Attitudes and perceptions. Organizational behavior in health care, 4(7), 43-76.
  54. 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. doi:https://doi.org/10.1080/15332861.2017.1396079
  55. 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), 29-40. doi:https://doi.org/10.19030/iber.v9i4.551
  56. 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. doi:https://doi.org/10.35912/ijfam.v4i1.866
  57. Rau, P.-L. P., Zhang, T., Shang, X., & Zhou, J. (2011). Content relevance and delivery time of SMS advertising. International Journal of Mobile Communications, 9(1), 19-38. doi:https://doi.org/10.1504/IJMC.2011.037953
  58. Ringle, C., Wende, S., & Becker, J. (2015). SmartPLS 3. SmartPLS GmbH. Germany: Boenningstedt.
  59. Roy, S. K. (2022). The impact of age, gender, and ethnic diversity on organizational performance: an empirical study of Bangladesh's banking sector. International Journal of Financial, Accounting, and Management, 4(2), 145-161. doi:https://doi.org/10.35912/ijfam.v4i2.905
  60. Roy, S. K., & Ahmed, J. (2016). A relational study of communication, reputation and cooperation on relationship satisfaction in the context of apparel sector in Bangladesh. British Open Journal of Business Administration, 1(10), 1-10.
  61. Roy, S. K., Chowdhury, S. H., Islam, S., & Siddique, S. (2021). Socio-economic status of the street garment vendors: A descriptive study in the context of Dhaka city, Bangladesh. Asian Journal of Sustainable Business Research, 2(2), 95-117.
  62. Roy, S. K., Khan, M. R., & Hossain, S. M. 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.
  63. Rungtusanatham, M., Miller, J. W., & Boyer, K. K. (2014). Theorizing, testing, and concluding for mediation in SCM research: Tutorial and procedural recommendations. Journal of Operations Management, 32(3), 99-113. doi:https://doi.org/10.1016/j.jom.2014.01.002
  64. Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of international consumer marketing, 29(2), 74-82. doi:https://doi.org/10.1080/08961530.2016.1236311
  65. Sarstedt, M., Hair Jr, J. F., Cheah, J.-H., Becker, J.-M., & Ringle, C. M. (2019). How to specify, estimate, and validate higher-order constructs in PLS-SEM. Australasian Marketing Journal, 27(3), 197-211. doi:https://doi.org/10.1016/j.ausmj.2019.05.003
  66. Sharma, A., Dwivedi, Y. K., Arya, V., & Siddiqui, M. Q. (2021). Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach. Computers in Human Behavior, 124. doi:https://doi.org/10.1016/j.chb.2021.106919
  67. Sharma, S. K., Sharma, H., & Dwivedi, Y. K. (2019). A hybrid SEM-Neural network model for predicting determinants of mobile payment services. Information Systems Management, 36(3), 243-261. doi:https://doi.org/10.1080/10580530.2019.1620504
  68. Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65-75. doi:https://doi.org/10.1016/j.ijinfomgt.2018.09.013
  69. Thien, L. M. (2020). Assessing a second-order quality of school life construct using partial least squares structural equation modelling approach. International Journal of Research & Method in Education, 43(3), 243-256. doi:https://doi.org/10.1080/1743727X.2019.1662779
  70. Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78. doi:https://doi.org/10.1080/10864415.2004.11044301
  71. Tseng, F.-C., & Teng, C.-I. (2016). Carefulness matters: Consumer responses to short message service advertising. International journal of electronic commerce, 20(4), 525-550. doi:https://doi.org/10.1080/10864415.2016.1171976
  72. Van den Broeck, E., Zarouali, B., & Poels, K. (2019). Chatbot advertising effectiveness: When does the message get through? Computers in Human Behavior, 98, 150-157. doi:https://doi.org/10.1016/j.chb.2019.04.009
  73. Wang, A. (2006). Advertising engagement: A driver of message involvement on message effects. Journal of Advertising Research, 46(4), 355-368. doi:https://doi.org/10.2501/S0021849906060429
  74. Wang, W. T., & Li, H. M. (2012). Factors influencing mobile services adoption: a brand?equity perspective. Internet Research, 22(2), 142-179. doi:https://doi.org/10.1108/10662241211214548
  75. Wang, Y., & Genç, E. (2019). Path to effective mobile advertising in Asian markets: Credibility, entertainment and peer influence. Asia Pacific Journal of Marketing and Logistics, 31(1), 55-80. doi:https://doi.org/10.1108/APJML-06-2017-0112
  76. Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87-107. doi:https://doi.org/10.1108/02651331011020410
  77. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & marketing, 21(10), 799-822. doi:https://doi.org/10.1002/mar.20030
  78. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22. doi:https://doi.org/10.1177/002224298805200302

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors

Sanjoy Kumar Roy
City University, Bangladesh
https://orcid.org/0000-0003-2847-1288

Downloads

View PDF

Statistics

Downloads

Download data is not yet available.

Issue

Vol. 4 No. 4 (2023): March
Section: Articles
Contact Us
WhatsApp Instagram Facebook LinkedIn Email