Abstract
The rapid proliferation of mobile devices worldwide has created new opportunities for
organisations to communicate with their customers at anytime, anywhere. The use of the short
messaging service (SMS) to reach clients through their mobile devices is gaining popularity and
making the cell phone an essential tool for direct marketing. However, not much is known about
consumer attitudes towards this new form of communication. This study aimed at empirically
contributing to closing this gap by investigating consumers’ attitudes towards mobile advertising
and the factors that
influence them.
As this research was deductive in nature, and tested a number of hypotheses on precursors and
outcomes of attitude towards mobile advertising, the study was quantitative in nature. A
self-administered questionnaire was used to gather data. The target population was mobile phone
users who were 18 years or older and living in Gauteng (South Africa). A total of 184
usable responses were used in the
analysis.
The results of the study reveal that consumers’ attitudes towards mobile advertising by SMS are
neither positive nor negative. While some people had a positive attitude, a large number of others
had a negative attitude. This resulted in overall means that were in the neutral range.
Informativeness, entertainment and perceived effectiveness were found to have positive influence on
consumers’ attitudes towards mobile advertising. Irritation was found to have a negative influence
on consumers’ attitudes towards mobile advertising. The findings further show that relevance of the
message and incentives were considered to be the major factors that have an
influence on purchasing behavioural intention.
M.Com. (Business Management)