IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter

Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter
View Sample PDF
Author(s): Claire Gauzente (Institute of Political Sciences of Rennes, France & ESC Rennes School of Business, France)
Copyright: 2012
Pages: 18
Source title: Human Interaction with Technology for Working, Communicating, and Learning: Advancements
Source Author(s)/Editor(s): Anabela Mesquita (ISCAP/IPP and Algoritmi Centre, University of Minho, Portugal)
DOI: 10.4018/978-1-61350-465-9.ch002

Purchase


Abstract

This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.

Related Content

. © 2022. 7 pages.
. © 2022. 15 pages.
. © 2022. 14 pages.
. © 2022. 38 pages.
. © 2022. 6 pages.
. © 2022. 28 pages.
. © 2022. 25 pages.
Body Bottom