Examining Vietnamese consumer behavior towards short message service (SMS) advertising
Abstract
This study examines Vietnamese people behavior towards Short Message Service (SMS) Advertising, namely what they think and how they react toward Advertising message. It also presents some factors influencing customer attitude and behavior when receiving Advertising messages. The results of this study offer significant insights to advertisers or businesses wanting to use SMS as a marketing channel. Like others previous research, most people seem to have negative attitude towards SMS Advertising. However, not all kinds of SMS advertising cause negative effects to people, many of them do have positive influences like motivating customers to purchase products
or use services. The most important factor influencing customer attitude is getting their permission before send SMS to them. That this factor has not been strictly observed in Vietnam causes a tendency to have negative reactions to SMS Advertising from consumers. Authenticity, usefulness, and content of Advertising messages are considered other factors that influence customer behavior and attitude. Finally, some recommendations are made to give marketers proper guidelines to this marketing channel. Those ideas may help them have general look about their customers’ attitude and behavior towards SMS advertising so that they can adapt themselves to the market by
using better strategies for it.