Title: Content relevance and delivery time of SMS advertising

Authors: Pei-Luen Patrick Rau, Ting Zhang, Xiaoli Shang, Jia Zhou

Addresses: Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China. ' Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China. ' Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China. ' Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China

Abstract: This study investigated the influence of content relevance and delivery time on Short Message Service (SMS) advertising effect, which was measured in terms of attitude, purchase intention, and involvement. Participants received advertisement text messages at different times of a day and on different days of a week. Results indicated that higher content relevance is associated with higher attitude and more positive behaviour intention. Also, delivery time will significantly affect the effectiveness of SMS advertising. Best effects occur on Mondays and weekends. Additionally, the participants showed higher acceptance and purchase intention in afternoon and evening hours, rather than in morning hours.

Keywords: mobile commerce; mobile advertising; SMS advertising; content relevance; delivery time; attitude; involvement; purchase intention; mobile communications; m-commerce; short message service; text messages.

DOI: 10.1504/IJMC.2011.037953

International Journal of Mobile Communications, 2011 Vol.9 No.1, pp.19 - 38

Published online: 07 Jan 2011 *

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