ABSTRACT

The advent of Mobile phone device create revolution and added another medium of communication. This device is also used as SMS marketing device. Mobile marketing is marketing on or with a mobile device, such as a smart phone. But this study intends to relate several of these scattered opportunities and threats to give a coherent understanding of the factors leading to growth of mobile advertisement, and its attitude towards the advertisement, thereby trying to fill a gap in the existing literature in Indian markets context. Moreover, since this study concentrated only on SMS advertising, future research could focus on how consumers perceive the other possibilities offered by the mobile phone. One of the limitations of this study was lack of enough related literary items about SMS ads. Another limitation was verifying the best method to choose sample group and determining sample size. The study demonstrated that most types of misperceptions predicted perceived usefulness of mobile advertising with suggestions and implications. SMS-based mobile advertisements and the relationships among attitude, intention, and behaviour. As the empirical data shows, the respondents held negative attitudes about receiving mobile ads. This may have been because they found mobile adds irritating, given the personal, intimate nature of mobile phones. Their attitudes were favourable if advertisements were sent with permission.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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