IDEAS home Printed from https://ideas.repec.org/a/ids/ijbisy/v27y2018i3p298-330.html
   My bibliography  Save this article

Developing and validating a comprehensive model of factors influencing consumer acceptance of SMS advertising: empirical evidence using SEM-PLS

Author

Listed:
  • Mohammad Hamdi Al Khasawneh
  • Ahmed Shuhaiber

Abstract

This study examined consumers' acceptance of SMS advertising, as one of the mobile marketing instruments that is increasingly popular in accessing consumers through their mobile devices, by empirically investigating the factors that influence consumers' attitudes towards and acceptance of SMS advertising. A comprehensive model was developed and tested with a sample size of 321 Jordanian mobile phone users, and analysed quantitatively using structural equation modelling-partial least squares (SEM-PLS) method. The findings indicated that SMS advertising values (entertainment and credibility) and SMS content (clarity and relevancy) as well as subjective norm and consumer control have a positive significant influence on consumer attitude and acceptance of SMS advertising. The results represent novel findings that hold important implications and recommendations for future marketing research and practice.

Suggested Citation

  • Mohammad Hamdi Al Khasawneh & Ahmed Shuhaiber, 2018. "Developing and validating a comprehensive model of factors influencing consumer acceptance of SMS advertising: empirical evidence using SEM-PLS," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 27(3), pages 298-330.
    • Handle: RePEc:ids:ijbisy:v:27:y:2018:i:3:p:298-330
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=89859
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Linda Stefany Acosta Salgado & Auguste Rakotondranaivo & Eric Bonjour, 2022. "Towards an improved acceptability assessment model of innovative solutions in the design phase," Post-Print hal-02845177, HAL.
    2. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbisy:v:27:y:2018:i:3:p:298-330. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=172 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.