An Empirical Analysis on Consumer's Perception, Attitude and Adoptability of SMS Advertising: Bangladesh Perspective

Dewan Muhammad Nur -A Yazdani, Md Adnan Rahman, Shaikh Sabbir Ahmed Waliullah, Taha Husain, Kazi Fayzus Salahin, Swad Ahmed Mahfuz,Tanvir Abir

Oct-Nov-Dec

Abstract
Nowadays, telecom companies and business organizations are taking advantage of text message advertising to disseminate information, promote their products, and build rap up with the customer. This study primarily examines consumers' understanding, attitude, and adaptability of SMS advertising from the perspective of Bangladeshi consumers. A standardized cross-sectional descriptive quantitative survey was designed to determine the factors that affect customers' attitudes towards SMS advertising. The participants in the study were university undergraduates in Bangladesh. The research examined multiple observations and popular expectations of mobile advertisings using the partial list square method. A total of 350 questionnaires were distributed equally among university students, resulting in a sample size of 324. The path modelling was carried out using PLS-SEM software (Smart PLS 3.3.3). The results indicated that the r2 value for the input factors on purchasing behavior explained an average of 20.03% of the change in purchasing behavior. These variables included attitude toward purchasing, monetary advantages, and trust. Additionally, the research demonstrated that "Monetary Benefits" and "Trust" would influence respondents' attitudes and behaviors toward SMS advertisements. The latest evidence indicated that the SMS material has a clear and statistically relevant impact on attitude. Monetary incentives have a significant effect on the creation of a positive attitude towards the business. Similarly, frustration is another critical fact that has a negative and statistically relevant impact on attitude. Mobile phone ads can be the principal source of relevant knowledge on a product or service.

Keyword: Perception, attitude, adaptability, SMS advertising, monetary benefits, time factors.

Research Area: Business

Country: Bangladesh

download