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THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS

Year 2018, Volume: 6 Issue: 1, 51 - 67, 10.04.2018
https://doi.org/10.19145/e-gifder.337705

Abstract




The role of SMS technology as a way
of mobile messaging is diminishing while usage of mobile instant messaging
applications is growing. This situation might lead marketing professionals to
question the value of SMS technology as a way of effectively reaching
consumers. However, it must not be overlooked that mobile phones are still
capable of receiving SMS messages, even though less messages are being sent. This
study examines the changes in brand attitude and purchase intention upon
exposure to SMS advertising messages. An experiment was conducted on 47
university students. According to the findings, exposure to SMS advertising
messages creates a statistically significant difference on attitude toward
brand. The use of rational and emotional ad appeals did not lead to a
significant difference on brand attitude. When users and non-users of the brand
compared, statistically significant difference occurred only on the non-user
group. There is no significant difference on any of the conditions tested for
purchase intention. The findings indicate that SMS advertising is still a
viable option for marketers who are trying to enhance brand attitude.




References

  • AAKER, David A. and BRUZZONE, Donald E. (1985). “Causes of Irritation in Advertising”, Journal of Marketing, 49(2), p47-57.
  • ANDREWS, Michelle; GOEHRING, Jody; HUI, Sam; PANCRAS, Joseph; THORNSWOOD, Lance (2016). “Mobile Promotions: A Framework and Research Priorities”, Journal of Interactive Marketing, 34, p15-24.
  • BAEK, Tae Hyun and MORIMOTO, Mariko (2012). “Stay Away From Me: Examining the Determinants of Consumer Avoidance of Personalized Advertising”, Journal of Advertising, 41(1), p59-76.
  • BARNES, Stuart J. (2002). “Wireless Digital Advertising: Nature and Implications”, International Journal of Advertising, 22, p399-420.
  • BARWISE, Patrick and STRONG, Colin (2002). “Permission-Based Mobile Advertising”, Journal of Interactive Marketing, 16(1), p14-24.
  • BELCH, George E. and BELCH, Michael A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective. Boston: McGraw-Hill.
  • BTK Quarterly Report (2013). Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu. https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fPazar_Verileri%2f2013-Q4.pdf Retrieved: 29.03.2017
  • BTK Quarterly Report (2016). Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu. https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fPazar_Verileri%2f2016-Q4.pdf Retrieved: 29.03.2017
  • DIX, Steve; PHAU, Ian; JAMIESON, Kyle; SHIMUL, Anwar Sadat (2017). “Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising”, Journal of Promotion Management, 23(1), p62-79.
  • DONG, Jielin (2007). Network Dictionary. California: Javvin Technologies Inc.
  • DOYLE, Shaun. (2001). “Software review: Using Short Message Services as a Marketing Tool”, Journal of Database Marketing, 8(3), p273-277.
  • DROSSOS Dimitris; GIAGLIS George M.; LEKAKOS George; KOKKINAKI Flora; STAVRAKI Maria G. (2007). “Determinants of Effective SMS Advertising: An Experimental Study”, Journal of Interactive Advertising, 7(2), p16‐27.
  • GOODE, Lauren. (2016). “Messenger and WhatsApp Process 60 Billion Messages a Day, Three Times More Than SMS”, http://www.theverge.com/2016/4/12/11415198/facebook-messenger-whatsapp-number-messages-vs-sms-f8-2016, Retrieved: 29.03.2017
  • HAQ, Zia Ul (2012). “Attitude toward SMS Advertising: A Survey with Reference to Indian Consumers”, Journal of Internet Commerce, 11, p271-290.
  • HILLEBRAND, Friedhelm (2010). Short Message Service: The Creation of Personal Global Text Messaging. Sussex: Wiley.
  • HOLBROOK, Morris B. And BATRA, Rajeev (1987). “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising”, Journal of Consumer Research, 14, p404-420.
  • KIM, Yoo Jung and HAN, Jinyoung. (2014). “Why Smartphone Advertising Attracts Customers: A Model of Web Advertising, Flow, And Personalization”, Computers in Human Behavior, 33, p256–269
  • LEUNG, Louis (2007). “Unwillingness-to-Communicate and College Students’ Motives in SMS Mobile Messaging”, Telematics and Informatics, 24, p115-129. LING, Rich. (2004). The Mobile Connection. San Francisco: Elsevier.
  • LIU, Chia-Ling Eunice; SINKOVICS, Rudolf R.; PEZDERKA, Noemi; HAGHIRIAN, Parissa (2012). “Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria”, Journal of Interactive Marketing, 26, p21-32.
  • MOBILE MARKETING ASSOCIATION (2009). “MMA Updates Definition of Mobile Marketing” http://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing, Retrieved:24.08.2017.
  • OKAZAKI, Shintaro and TAYLOR, Charles, R. (2008). “What Is SMS Advertising and Why Do Multinationals Adopt It? Answers from an Empirical Study in European Markets”, Journal of Business Research, 61, p4-12.
  • RETTIE, Ruth; GRANDCOLAS, Ursula; DEAKINS, Bethan (2005). “Text Message Advertising: Response Rates and Branding Effects” Journal of Targeting Measurement and Analysis for Marketing, 13(4), p304-312.
  • SADEH, Norman (2002). M-Commerce: Technologies, Services, and Business Models. Boston: John Wiley & Sons, Inc.
  • SCHARL, Arno; DICKINGER, Astrid; MURPHY, Jamie. (2005). “Diffusion and Success Factors of Mobile Marketing”, Electronic Commerce Research and Applications, 4, p159-173.
  • SHIMP, Terrence A. (2007). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Ohio: Thomson South-Western.
  • SHIN, Wonsun and LIN, Trisha Tsui-Chuan (2016). “Who Avoids Location-Based Advertising and Why? Investigating the Relationship Between User Perceptions and Advertising Avoidance”, Computers in Human Behavior, 63, p444-452.
  • SPEARS Nancy ve SINGH, Surendra N. (2004). “Measuring attitude toward the brand and purchase intentions”, Journal of Current Issues and Research in Advertising, 26(2), p53-66.
  • TAPP, Alan; WHITTEN, Ian; HOUSDEN, Matthew (2014). Principles of Direct, Database and Digital Marketing. Harlow: Pearson.
  • TAYLOR, Ronald E. (1999). “A Six-Segment Message Strategy Wheel”, Journal of Advertising Research, 39(6), p7-17.
  • VARNALI, Kaan (2012). “SMS Advertising: How Message Relevance Is Linked to the Attitude toward the Brand”, Journal of Marketing Communications, 20(5), p339-351.
  • YESHIN, Tony (1998). Integrated Marketing Communications. Oxford: Butterworth-Heinemann.

SMS REKLAMLARININ MARKA TUTUMU VE SATIN ALMA DAVRANIŞI ÜZERİNE ETKİSİ: ÜNİVERSİTE ÖĞRENCİLERİ BAĞLAMINDA DENEYSEL BİR ÇALIŞMA

Year 2018, Volume: 6 Issue: 1, 51 - 67, 10.04.2018
https://doi.org/10.19145/e-gifder.337705

Abstract

Mesajlaşmak için SMS
teknolojisinin kullanımı azalmakta, yerini mobil anlık mesajlaşma yazılımlarının
kullanımına bırakmaktadır. Bu durumda pazarlama profesyonelleri SMS
teknolojisinin tüketicilere etkin bir şekilde erişmek açısından değerini
koruyup korumadığını sorgulayabilir. Ancak tüketiciler daha az SMS gönderiyor
olsa da, cep telefonları hâlâ SMS mesajlarını alma özelliklerini korumaktadır. Bu
çalışma, SMS aracılığı ile gönderilen reklam mesajlarının marka tutumu ve satın
alma niyeti üzerindeki etkisini ele almaktadır. Çalışmada deney yöntemi
kullanılmış, üniversite öğrencilerinden oluşan 47 katılımcıdan elde edilen
veriler analiz edilmiştir. Elde edilen bulgulara göre, SMS mesajına maruz
kalmak marka tutumunda anlamlı bir değişime sebep olmaktadır. Rasyonel ve
duygusal reklam çekiciliklerinin kullanımı anlamlı bir değişikliğe sebep olmamıştır.
Markanın kullanıcısı olmayan katılımcıların markaya yönelik tutumunda anlamlı
bir değişim söz konusu iken, kullanıcısı olan katılımcılarda böyle bir değişim
söz konusu değildir.Markayı satın alma niyetinde anlamlı bir değişime
rastlanmamıştır. Sonuç olarak, SMS reklam mesajlarının tüketicilere ulaşmakta
etkili olmayı sürdürdüğü söylenebilir.

References

  • AAKER, David A. and BRUZZONE, Donald E. (1985). “Causes of Irritation in Advertising”, Journal of Marketing, 49(2), p47-57.
  • ANDREWS, Michelle; GOEHRING, Jody; HUI, Sam; PANCRAS, Joseph; THORNSWOOD, Lance (2016). “Mobile Promotions: A Framework and Research Priorities”, Journal of Interactive Marketing, 34, p15-24.
  • BAEK, Tae Hyun and MORIMOTO, Mariko (2012). “Stay Away From Me: Examining the Determinants of Consumer Avoidance of Personalized Advertising”, Journal of Advertising, 41(1), p59-76.
  • BARNES, Stuart J. (2002). “Wireless Digital Advertising: Nature and Implications”, International Journal of Advertising, 22, p399-420.
  • BARWISE, Patrick and STRONG, Colin (2002). “Permission-Based Mobile Advertising”, Journal of Interactive Marketing, 16(1), p14-24.
  • BELCH, George E. and BELCH, Michael A. (2004). Advertising and Promotion: An Integrated Marketing Communications Perspective. Boston: McGraw-Hill.
  • BTK Quarterly Report (2013). Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu. https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fPazar_Verileri%2f2013-Q4.pdf Retrieved: 29.03.2017
  • BTK Quarterly Report (2016). Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu. https://www.btk.gov.tr/File/?path=ROOT%2f1%2fDocuments%2fSayfalar%2fPazar_Verileri%2f2016-Q4.pdf Retrieved: 29.03.2017
  • DIX, Steve; PHAU, Ian; JAMIESON, Kyle; SHIMUL, Anwar Sadat (2017). “Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising”, Journal of Promotion Management, 23(1), p62-79.
  • DONG, Jielin (2007). Network Dictionary. California: Javvin Technologies Inc.
  • DOYLE, Shaun. (2001). “Software review: Using Short Message Services as a Marketing Tool”, Journal of Database Marketing, 8(3), p273-277.
  • DROSSOS Dimitris; GIAGLIS George M.; LEKAKOS George; KOKKINAKI Flora; STAVRAKI Maria G. (2007). “Determinants of Effective SMS Advertising: An Experimental Study”, Journal of Interactive Advertising, 7(2), p16‐27.
  • GOODE, Lauren. (2016). “Messenger and WhatsApp Process 60 Billion Messages a Day, Three Times More Than SMS”, http://www.theverge.com/2016/4/12/11415198/facebook-messenger-whatsapp-number-messages-vs-sms-f8-2016, Retrieved: 29.03.2017
  • HAQ, Zia Ul (2012). “Attitude toward SMS Advertising: A Survey with Reference to Indian Consumers”, Journal of Internet Commerce, 11, p271-290.
  • HILLEBRAND, Friedhelm (2010). Short Message Service: The Creation of Personal Global Text Messaging. Sussex: Wiley.
  • HOLBROOK, Morris B. And BATRA, Rajeev (1987). “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising”, Journal of Consumer Research, 14, p404-420.
  • KIM, Yoo Jung and HAN, Jinyoung. (2014). “Why Smartphone Advertising Attracts Customers: A Model of Web Advertising, Flow, And Personalization”, Computers in Human Behavior, 33, p256–269
  • LEUNG, Louis (2007). “Unwillingness-to-Communicate and College Students’ Motives in SMS Mobile Messaging”, Telematics and Informatics, 24, p115-129. LING, Rich. (2004). The Mobile Connection. San Francisco: Elsevier.
  • LIU, Chia-Ling Eunice; SINKOVICS, Rudolf R.; PEZDERKA, Noemi; HAGHIRIAN, Parissa (2012). “Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria”, Journal of Interactive Marketing, 26, p21-32.
  • MOBILE MARKETING ASSOCIATION (2009). “MMA Updates Definition of Mobile Marketing” http://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing, Retrieved:24.08.2017.
  • OKAZAKI, Shintaro and TAYLOR, Charles, R. (2008). “What Is SMS Advertising and Why Do Multinationals Adopt It? Answers from an Empirical Study in European Markets”, Journal of Business Research, 61, p4-12.
  • RETTIE, Ruth; GRANDCOLAS, Ursula; DEAKINS, Bethan (2005). “Text Message Advertising: Response Rates and Branding Effects” Journal of Targeting Measurement and Analysis for Marketing, 13(4), p304-312.
  • SADEH, Norman (2002). M-Commerce: Technologies, Services, and Business Models. Boston: John Wiley & Sons, Inc.
  • SCHARL, Arno; DICKINGER, Astrid; MURPHY, Jamie. (2005). “Diffusion and Success Factors of Mobile Marketing”, Electronic Commerce Research and Applications, 4, p159-173.
  • SHIMP, Terrence A. (2007). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Ohio: Thomson South-Western.
  • SHIN, Wonsun and LIN, Trisha Tsui-Chuan (2016). “Who Avoids Location-Based Advertising and Why? Investigating the Relationship Between User Perceptions and Advertising Avoidance”, Computers in Human Behavior, 63, p444-452.
  • SPEARS Nancy ve SINGH, Surendra N. (2004). “Measuring attitude toward the brand and purchase intentions”, Journal of Current Issues and Research in Advertising, 26(2), p53-66.
  • TAPP, Alan; WHITTEN, Ian; HOUSDEN, Matthew (2014). Principles of Direct, Database and Digital Marketing. Harlow: Pearson.
  • TAYLOR, Ronald E. (1999). “A Six-Segment Message Strategy Wheel”, Journal of Advertising Research, 39(6), p7-17.
  • VARNALI, Kaan (2012). “SMS Advertising: How Message Relevance Is Linked to the Attitude toward the Brand”, Journal of Marketing Communications, 20(5), p339-351.
  • YESHIN, Tony (1998). Integrated Marketing Communications. Oxford: Butterworth-Heinemann.
There are 31 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

A. Mücahid Zengin

Publication Date April 10, 2018
Submission Date September 11, 2017
Published in Issue Year 2018 Volume: 6 Issue: 1

Cite

APA Zengin, A. M. (2018). THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(1), 51-67. https://doi.org/10.19145/e-gifder.337705
AMA Zengin AM. THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS. e-gifder. March 2018;6(1):51-67. doi:10.19145/e-gifder.337705
Chicago Zengin, A. Mücahid. “THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6, no. 1 (March 2018): 51-67. https://doi.org/10.19145/e-gifder.337705.
EndNote Zengin AM (March 1, 2018) THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6 1 51–67.
IEEE A. M. Zengin, “THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS”, e-gifder, vol. 6, no. 1, pp. 51–67, 2018, doi: 10.19145/e-gifder.337705.
ISNAD Zengin, A. Mücahid. “THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6/1 (March 2018), 51-67. https://doi.org/10.19145/e-gifder.337705.
JAMA Zengin AM. THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS. e-gifder. 2018;6:51–67.
MLA Zengin, A. Mücahid. “THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 6, no. 1, 2018, pp. 51-67, doi:10.19145/e-gifder.337705.
Vancouver Zengin AM. THE EFFECTS OF SMS ADVERTISING ON BRAND ATTITUDE AND PURCHASE INTENTION: AN EXPERIMENTAL STUDY ON UNIVERSITY STUDENTS. e-gifder. 2018;6(1):51-67.