The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter
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
Maja Pucelj, Matjaž Mulej, Anita Hrast.
© 2024.
29 pages.
|
Hemendra Singh.
© 2024.
26 pages.
|
Nestor Soler del Toro.
© 2024.
27 pages.
|
Pablo Banchio.
© 2024.
18 pages.
|
Jože Ruparčič.
© 2024.
26 pages.
|
Anuttama Ghose, Hartej Singh Kochher, S. M. Aamir Ali.
© 2024.
28 pages.
|
Bhupinder Singh, Komal Vig, Pushan Kumar Dutta, Christian Kaunert, Bhupendra Kumar Gautam.
© 2024.
23 pages.
|
|
|