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Content design of advertisement for consumer exposure: Mobile marketing through short messaging service

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  • Shareef, Mahmud Akhter
  • Dwivedi, Yogesh K.
  • Kumar, Vinod
  • Kumar, Uma

Abstract

The success of mobile phone-based short messaging service (SMS) commercials as a tool of promotional marketing depends upon the wording, statement, language, presentation − in other words, the overall content of the message. If consumers are not exposed to the mobile phone SMS containing promotional offers, marketers would less likely to achieve any benefits by sending SMS to prospective consumers. This study is aimed to identify and empirically examine the critical variables that can attract consumers to open and read the advertisement on the SMS. To address consumer exposure, the study was designed on the conceptual paradigms of the UTAUT2 with the inclusion of three external constructs: personalization, self-concept, and trust. Through a consumer survey, this study found significant variations from the UTAUT2 to provide new constructs to capture consumer intentions for exposure to the product. By doing so, this study has developed and tested an extended version of UTAUT2, which is named as UTAUT-CEMM (Unified Theory of Acceptance and Use of Technology of Consumer Exposure for Mobile Message). It revealed that consumer segmentation and target marketing is the most effective way to communicate with consumers through promotional marketing conducted by the mobile phone SMS. It also suggested that this promotional marketing is valuable only for highly reputable vendors/retailers.

Suggested Citation

  • Shareef, Mahmud Akhter & Dwivedi, Yogesh K. & Kumar, Vinod & Kumar, Uma, 2017. "Content design of advertisement for consumer exposure: Mobile marketing through short messaging service," International Journal of Information Management, Elsevier, vol. 37(4), pages 257-268.
    • Handle: RePEc:eee:ininma:v:37:y:2017:i:4:p:257-268
    DOI: 10.1016/j.ijinfomgt.2017.02.003
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    2. Sujeet K. Sharma & Marijn Janssen & Deborah Bunker & Carine Dominguez-Péry & Jang Bahadur Singh & Yogesh K. Dwivedi & Santosh K. Misra, 2023. "Unlocking the Potential of Smart Technologies: Addressing Adoption Challenges," Information Systems Frontiers, Springer, vol. 25(4), pages 1293-1298, August.
    3. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    4. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    5. Malaquias, Rodrigo F. & Hwang, Yujong, 2019. "Mobile banking use: A comparative study with Brazilian and U.S. participants," International Journal of Information Management, Elsevier, vol. 44(C), pages 132-140.
    6. Chen, Qi & Feng, Yuqiang & Liu, Luning & Tian, Xianyun, 2019. "Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects," International Journal of Information Management, Elsevier, vol. 44(C), pages 53-64.
    7. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Rana, Nripendra P. & Kizgin, Hatice & Patil, Pushp, 2019. "Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model," International Journal of Information Management, Elsevier, vol. 44(C), pages 38-52.
    8. Tamilmani, Kuttimani & Rana, Nripendra P. & Prakasam, Naveena & Dwivedi, Yogesh K., 2019. "The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2," International Journal of Information Management, Elsevier, vol. 46(C), pages 222-235.
    9. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    10. Erjavec, Jure & Manfreda, Anton, 2022. "Online shopping adoption during COVID-19 and social isolation: Extending the UTAUT model with herd behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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