Students' attitude toward SMS advertising

Abstract

This study investigates students‟ attitude toward SMS advertising, how they think and feel about advertising via SMS. Additionally, it explains how message content (including informativeness, entertainment, irritation, and credibility) affect students‟ attitude and which factor has strongest effect. Moreover, behavioral belief is an important factor which is analyzed in this research. Behavioral beliefs include relative advantage, compatibility, and trialability. Questionnaires were used to collect primary data from sample in order to detailed information about students‟ attitude toward SMS advertising. Data was measured by 5-point Likert scale and analyzed via quantitative method. This paper concludes that almost students have negative attitude toward SMS advertising. Furthermore, permission and irritation have strong effect on positive attitude of students. Finally, recommendations for companies, that are planning to use SMS as one of marketing tools, are also added.