THE EFFECT OF SMS MARKETING ON ATTITUDE, INTENTION AND BUYING BEHAVIOR OF CONSUMERS OF KARACHI

Abstract

These days where mobile playing a significant role in every individual’s life. No one can live without it. Due to the rapid increase of mobile usage, the marketing industry also entered in the grow the market tree from it. It was an obvious reaction that the recipient was not only read the message but also respond to it quickly. Perhaps, in this study was derived from the consumer of Karachi and find the consumer attitude towards SMS advertising and find that whether consumer buying decision was to rely upon SMS advertising. However, the study reveals the four attributes of attitude (Entertainment, Infotainment, Irritation, and Credibility. Purchase intention of the consumer is associated with the diverse effect of SMS marketing where the consumer decided that it could be benefited or time waste. In the questionnaire survey, 300 participants were involved which collected by the survey form and analyzed by the SPSS tool.