SMS advertising: How message relevance is linked to the attitude toward the brand?

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dc.authorscopusid35073206700
dc.contributor.authorVarnali, K.
dc.date.accessioned2024-07-18T20:16:58Z
dc.date.available2024-07-18T20:16:58Z
dc.date.issued2014
dc.description.abstractDue to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed. © 2014 © 2012 Taylor & Francis.en_US
dc.identifier.doi10.1080/13527266.2012.699457
dc.identifier.endpage351en_US
dc.identifier.issn1352-7266
dc.identifier.issue5en_US
dc.identifier.scopus2-s2.0-84906512615en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage339en_US
dc.identifier.urihttps://doi.org/10.1080/13527266.2012.699457
dc.identifier.urihttps://hdl.handle.net/11411/6340
dc.identifier.volume20en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherRoutledgeen_US
dc.relation.ispartofJournal of Marketing Communicationsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectMobile Advertisingen_US
dc.subjectMobile Consumer Behavioren_US
dc.subjectMobile Marketingen_US
dc.subjectSms Advertisingen_US
dc.titleSMS advertising: How message relevance is linked to the attitude toward the brand?
dc.typeArticle

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