Can SMS Marketing Enhance Mobile App Engagement?: Examining the Mediating Role of Attitude Toward SMS in Driving Digital Engagement in Telco Industry

The rapid advancement of mobile technology has revolutionised both communication and marketing strategies. However, while the use of mobile apps has exponentially grown, the use of traditional marketing tools such as push SMS messaging to promote digital engagement is pervasive within the telecommunication industry. This study empirically investigates this paradox, i.e., the use of traditional SMS marketing by telecommunication service providers in engaging with Mobile app users. The study also explores the mediating role of attitude towards SMS, exploring how perceptions of traditional marketing tools such as SMS notices influence more digitally savvy consumer engagement. Employing a positivist research approach, the study solicits evidence from 379 participants who extensively use mobile apps. The data collected was analysed using regression and correlation analysis. The findings of the study highlight a positive relationship between SMS marketing and digital engagement within the telecommunication industry. Moreover, the findings also suggest that this use of traditional marketing tools in advanced technological settings is heavily influenced by the attitudes of consumers towards such traditional marketing tools. These findings shed better light on the paradoxical relationship between modern technological developments and the use of traditional marketing tools to promote their usage, thus giving better insights to both academics and practitioners.