Title: A comparative study on attitudes towards SMS advertising and mobile application advertising

Authors: Gökhan Aydin; Bilge Karamehmet

Addresses: School of Business and Management Sciences, Istanbul Medipol University, Kavacık Mah. Ekinciler Cad. No.19 Kavacık Beykoz 34810, Istanbul, Turkey ' Communications Department, Istanbul Medipol University, Kavacik Mah. Ekinciler Cad. 19, Beykoz, 34810 Istanbul, Turkey

Abstract: The objective of the present study is to determine the major factors influencing consumers' attitudes towards two major types of mobile marketing activities: SMS advertising and mobile application advertising. It also discusses the potential differences in antecedents of attitude between the two types of advertisements. The study was carried out in Turkey among university students, who are commonly targeted in mobile marketing studies due to their high mobile phone ownership rates and familiarity with new technologies. A total of 489 valid questionnaires were obtained and analysed using partial least squares structural equation modelling. The findings indicate that overall attitudes towards both mobile advertisement types are negative, SMS marketing being the inferior type. Differences in perceptions of the antecedents of attitudes towards SMS and mobile app ads were detected. On the other hand, the way variables affect attitudes (paths) among the two wireless advertisements types were quite similar.

Keywords: mobile advertisement; mobile advertising; mobile application advertisements; mobile application marketing; mobile marketing; mobile marketing communications; SMS advertising; SMS marketing; wireless marketing.

DOI: 10.1504/IJMC.2017.086366

International Journal of Mobile Communications, 2017 Vol.15 No.5, pp.514 - 536

Received: 01 May 2015
Accepted: 13 Jul 2016
Published online: 04 Sep 2017 *

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