Drivers of three SMS ad responses

Abstract

This study examines the factors that influence three SMS advertising responses namely willingness to receive SMS messages, read/delete the ad, and intention to purchase (take the offer). We posited that factors that influence response to SMS ads may be different according to the measure of response. One factor that recurs, regardless of the response measure, is attitude towards the SMS ads. A second factor that influences whether an SMS ad will be accepted and then read or deleted is the credibility of the message. As the response requires more commitment from consumers, such as to purchase a product or service, the more the factors that need to be articulated by managers. In such responses, informativeness and personalisation of the message together with incentives are critical. © 2012 Macmillan Publishers Ltd.