An investigation into young consumers' motives and perceptions towards SMS advertising
Access Status
Open access
Authors
Teah, Min
Phau, Ian
Date
2008Type
Working Paper
Metadata
Show full item recordCitation
Teah, Min and Phau, Ian (2008) An investigation into young consumers' motives and perceptions towards SMS advertising, Marketing Insights, Working Paper Series: no. 200813, Curtin University of Technology, School of Marketing.
Faculty
Curtin Business School
School of Marketing
Collection
Abstract
The purpose of this study is to examine young consumers' motives for using SMS, their SMS usage frequency, and their attitudes towards SMS advertising. Factor analysis on the motives to use SMS messaging revealed seven factors, namely convenience, social involvement, enjoyment, escape, personal communication, economical reasons, and public expression. The findings show that convenience and economical reasons influence SMS usage frequency. Social involvement influences attitudes towards SMS advertising. Managerial implications and limitations are presented.
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