2.1 Traditional Advertisement and online Advertisement
2.2 Consumer View of Mobile Marketing
2.3 Consumer behaviour and SMS advertisement
2.4 Consumer Attitude toward SMS advertisement
2.5 Attitude toward and intention to use advertisement
2.6 Consumer behaviour and Permission Marketing
2.7 Factor to willingness to accept SMS advertisement
2.8 Consumer acceptance of SMS advertisement
References
CHAPTER-2- Consumer Behaviour and SMS Advertising
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SMS advertising is an effective interactive medium that combines the impact of telemarketing, the
digitalization of e-mail, and the localization of m-commerce. Considering the above reasons,
users’ responses to SMS ads will shape the future of SMS advertising. Seeking an understanding
of mobile phone users’ attitudes towards and behavioral responses to SMS ads from a use-and-
gratification perspective will help advertisers to design SMS messages that mobile phone users do
not feel intrusive. This chapter outlines the important drivers of SMS advertising and provides a
framework within which the critical elements affecting consumers’ willingness to accept SMS
advertising can be assessed.
2.1 Traditional advertisement and online advertisement
2.1.1. Online advertising VS. Traditional
2.1.1.1. Traditional Advertising
What are some methods of advertising used in the past?
1) Past methods of advertising that were not online
2) The methods include:
a. Billboards
b. Television Commercials
c. Radio Ads
d. Posters
Before the Internet was used in advertising, companied used various tactics in their
advertisements to attract customers:
1) HUMOR: Humor-based advertising helps to get consumers to remember a product or
service that a company is attempting to sell by making them laugh.
2 CHAPTER
Consumer Behaviour and SMS Advertising
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2) CELEBRITY ENDORSEMENT: Celebrity Endorsements get consumers to see that the
product is being used by certain celebrities, making them in turn want to use the product
as well
3) STORYTELLING: Storytelling attracts the consumers to read or listen to the
advertisement. By instilling anxiety in what the story will bring in the end helps to keep
the consumers attracted to both the story and the product being sold
4) FEAR: Fear can be used to force people to make decisions based on their emotions. This
type of persuasion can be used to make people fearful against a companies competitors,
thus making people choose the safe brand of products.
All of these methods are used in traditional advertising models. Now companies use new and
improved ways of advertising (including with the internet) that contain these methods, but expand
on them and use the web to their advantage in order to spread knowledge of their products and
services and ultimately make consumers want to use them.
2.1.1.2. Featured Advertising and How IT Works
The most recent and successful change in online advertising has been the development of
“featured” or “targeted” advertising. Companies like Google have taken advantage of this new
type of advertising and its benefits and have made millions of dollars through it.
So what is featured advertising?
Featured advertising is one of the most revolutionary new ways that companies are advertising on
the internet.
The use of featured advertising allows companies to perform a number of task that allow them to:
1) Customize their own ads to best attract customers
2) Only have ads on selected sites that are relevant to their product
3) Optimize their advertising budgets by not wasting money on ads that will not reach the
right audience
The ability of companies to do this has allowed them to capitalize on their advertising and
marketing success and make increased profits in recent years.
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4) Google in Featured Advertising
Google has spear-headed the movement and expansion of featured advertising on the web.
The company has made extremely large profits by utilizing and selling featured advertising to
other companies.
Google has mastered this technique. When someone types in search criteria into the search bar,
Google will then have ads appear that relate to what that person was searching for.
To allow for the most accurate featured advertising Google has created a variety of services from
email to document sharing to an internet browser all to get a better idea of what customers want
and are doing. This allows Google to ensure its customers that the advertising that they are paying
for is worth the cost.
2.1.1.3. Advertising in Everyday Applications
1) Word of mouth advertising and how it is accessed, for example through Facebook
2) Also how it works using the advertising on the applications
2.1.1.4. Online Advertising
Types:
1) EMAIL ADVERTISING: sales messages sent directly to a consumer's email address
2) BEHAVIORAL TARGETING: tailoring web based ads on consumer's online behaviours
through the use of sophisticated software, analytics, and tools.
3) SEMANTIC ADVERTISING: joining or "marriage" of content analysis with advertising
through a process which allows ads to be fine-tuned and improved based on the environment they
are placed in (fishing advertisements will be placed on a website related to fishing products)
4) AFFILIATE MARKETING: form of advertising where a website owner allows an online
merchant to post advertisements on the website. This practice directs traffic to the merchant while
the website receives compensation (practiced by Facebook, Google, etc.)
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5) WORD OF MOUTH ADVERTISING: newer form of traditional advertising, where
customers post feedback on social media sites therefore influencing their friends into avoiding or
using the product.
6) Banner Ads
7) Floating Ads
8) Pop-Up and Pop-Under Ads
9) Pull-Down Ads
10) Streaming Sidebar Ads
11) Text Ads
12) Unicast Ads
13) All the types found on the traditional advertising page as well
2.1.1.4.1. The process of online advertisement
In the realm of online advertising, a consumer goes through a particular process in purchasing an
item and then advertising that product to other people (intentionally or inadvertently):
1. Consumer purchases item
2. Seller asks permission to promote on social media
3. Media receives fee if consumer agrees
4. Consumer markets to contacts
*In general, this process breaks down existing barriers in commerce and switches power from the
seller to the consumer.
Negative Aspects of Online Advertising
Malware, which appears through viruses when advertising leads you to a page which can cause a
computer to be harmed just by simply clicking on a link for an advertisement. Despite the fact that
advertising online is one of if not the best way to reach the largest audience it also has some
negative attributes as well. Some people have begun using unethical methods of advertising that
can be abusive, immoral and often illegal. Many consumers feel that many of the online
advertisements are an invasion of property and are borderline censorship while some people create
advertising viruses that can pose a serious threat to internet users. Some people also feel that
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online advertising constitutes as a violation of privacy as well as personal rights. Users do not want
to think that their every move online is being monitored by a corporation or business who wants
to sell them a product.
[Source: https://sites.google.com/a/siena.edu/online-advertising-vs-traditional/]
2.2 Consumer view of mobile marketing
2.2.1 SMS Messaging – A Mobile Marketing Medium
SMS marketing can be more cost effective than other media as its main cost is buying cell phone
numbers. This is necessary if a company fails to convince customers to “opt-in”, or give their
permission to receive wireless advertising. According to Forrester Research, the price for 1,000
numbers can be as high as 30$ in comparison to 1$ for 1,000 e-mail addresses. According to
experts, SMS’ effectiveness in reaching target groups helps justify this higher price. The demand
for mobile devices – equipment such as cell phones, PDAs, and digital music players that are
typically used on an anytime, anywhere basis without being connected by wires – and services that
use these mobile devices (mobile services) is growing rapidly worldwide Furthermore, mobile
services such as global positioning system (GPS) navigation, mobile email, and text and video
messaging are growing at a significant pace.
Formally, we define mobile marketing as the two-way or multi-way communication and
promotion of an offer between a firm and its customers1 using a mobile medium, device, or
technology. Because it involves two-way or multi-way communication, mobile marketing is
primarily interactive in nature, and could include mobile advertising, promotion, customer support,
and other relationship-building activities. Such interactive marketing activities are becoming
increasingly important in the changing business landscape (Ancarani and Shankar 2003; Bolton
and Saxena-Iyer 2009; Deighton and Kornfeld 2009)1. Research on mobile commerce has
primarily addressed the role of technology in facilitating the growth of transactions through mobile
devices. However, research on mobile marketing is nascent. Existing research has yielded some
insights, but these remain scattered across disciplines.
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To better understand mobile marketing, it is useful to briefly review the key characteristics of
mobile media and devices, and to compare mobile and mass marketing. The mobile channel – the
marketing channel involving mobile devices – is growing rapidly in the multichannel environment
(Neslin and Shankar 2009)2. All mobile devices incorporate one or more of the following
capabilities: audio, text/data, and video. Furthermore, the following properties of mobile devices
have key marketing implications.
Customer adoption of mobile devices and services Consistent with the drivers of the adoption of
any innovation, the key drivers of a consumer's decision to adopt a mobile device or service include
the relative advantage of the innovation, the innovation's fit with existing usage patterns, the
perceived complexity of the innovation, the ability to try out the innovation, the perceived risk
related to adoption, and the degree to which adoption and use of the innovation is observable by
others (Rogers 1995)3. In addition, the Technology Adoption Model (TAM, Davis 1989)4, which
is derived from the Theory of Reasoned Action/TRA (Fishbein and Azjen 1975)5, posits that
perceived usefulness and perceived ease of use influence attitudes toward an innovation, and
ultimately, its adoption. Unlike the TRA, the TAM allows perceived usefulness and ease of use to
directly drive adoption, reflecting the notion that a positive attitude may not be required for
adoption to occur. For example, norms and pressures from a social group can induce customers
within that group to adopt an innovation, according to the TAM2 model (Venkatesh and Davis
2000)6. These additional drivers apply to mobile devices and services as well.
Pagani (2004)7 empirically examined the determinants of adoption of third generation mobile
multimedia service in the Italian market. She found that perceived usefulness, ease of use, price,
and speed of use, in that order, were the most important determinants of adoption of multimedia
mobile services. She also showed that the importance of determinants differed across segments
based on age.
Kleijnen, de Ruyter, and Wetzels (2004)8 studied the drivers of mobile gaming adoption using a
survey of mobile game users in the Netherlands. They found that perceived risk, followed by
complexity and compatibility were the most important drivers of adoption. Their analysis,
however, revealed that the key drivers differed by consumer segments. For value seekers,
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compatibility was the critical driver; for risk avoiders, perceived risk was the key determinant, and
for game players, navigation, communicability and payment options were the driving factors
Consumers' attitude toward mobile marketing, in turn, influences their responses to mobile
promotions. A survey of 370 mobile phone users in Austria revealed that customers' attitudes
toward and perceived control of mobile (m)-coupons affected their intention to redeem such
coupons (Dickinger and Kleijnen 2008)9. Specifically, the study showed that the effort involved
in redeeming m-coupons strongly affected customer attitudes toward m-coupons and fear of
mobile spam influenced customers' perceived control in the context of mobile marketing.
In general, much of mobile marketing today is viewed as being intrusive (Shankar and Hollinger
2007)10. In selecting the mobile marketing methods to use for a campaign, mobile marketers need
to (1) balance the pros and cons of each method, (2) consider the synergies among the methods,
and (3) the methods used by competitors. Both business-to-consumer (B2C) and business-to-
business (B2B) marketers are using these mobile marketing methods. In the B2C space, Johnson
& Johnson uses text messaging for its optical products. A poster asks optometry patients with
mobile devices to type in “MYEYE” while they wait at the optician's or the optometrist's office.
J&J then sends a reminder message or/and promotional message about its products when the
patient is in the doctor's office (Cuno 2005)11.
Whereas a sound mobile marketing strategy pursued with appropriate methods can be effective,
we expect that few firms will rely solely on mobile marketing. Rather, mobile marketing may be
a powerful complement to other marketing activities of a firm, and a substitute for only a limited
set of those activities.
Accordingly, it appears that mobile marketing best fits into the “reach and range” strategy. The
key marketing decisions under a mobile marketing strategy include those on marketing
communication (advertising and sales promotion), delivery of digital products and services, and
customer relationship management (customer service and support).
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2.2.2 SMS advertising – a part of mobile marketing
SMS advertising is a part of mobile marketing that utilizes the SMS technology. It allows
marketers to send messages to consumers through the use of a mobile device (Zhang and Mao,
2008)12 and is considered as a form of one-to-one marketing (Xu, 2006/2007)13. It enables
marketers to promote goods, services, and ideas through personalized, context driven and relevant
messages that are sent directly to individual consumers (Rohm and Sultan, 2005; Grant and
O’Donohoe, 2007; Xu, 2006/2007; Muk and Babin, 2006)14. SMS messaging system has been
predominantly used as a communication tool between friends, family, and peers. However,
businesses have effectively implemented SMS advertising to update their customers, and track
people and parcels (Leung, 2007)15. Furthermore, SMS advertising has also prompted marketers
to send coupons to consumer’s mobile phones (Xu, 2006/2007; Varshney and Vetter, 2002)16. For
example, consumer brands like Adidas, Coke, and Dunkin Donuts have already implemented and
developed mobile marketing communication campaigns targeted at the youth market (Grant and
O’Donohoe, 2007)17. In addition, SMS advertising is also commonly used to reinforce other
traditional media such as broadcast and print media (Zhang and Mao, 2008)18.
2.2.3 Categorisation of Mobile Marketing:
Push advertising
It refers to send advertising messages to consumers through an alert or SMS text message. This
marketing strategy is often employed in mobile advertising and SMS is the major communication
tool. This type of marketing often promotes free content by putting the advertisements on browsed
wireless platform. The number of SMS ads would increase from 676 million in 2002 to 18.6 billion
by 2006 (Borozo, 2002)19. Research showed that SMS was a more effective advertising channel
for the age group of 15-24 years, who were very difficult to be reached by other media (Puca,
2001)20.
Simple push advertising is a prevalent advertising type in current, which is mainly carried out
through simple text messages, i.e. SMS. Limited by existing technology, each SMS only contains
160 characters at the maximum. In other words, the maximum characters that carried by a SMS ad
is 160. In general, according to the Wireless Advertising Association (WAA), there are 34 to 160
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characters in a SMS advertisement (MobileInfo, 2001)21. Other types of services such as WAP and
iMode is not as popular as SMS in current. For i-Mode ad alert in Japan, it is usually in text-based
form with linkage to cHTML pages. WAP alert involves sending email ad alert with a linkage to
a WAP page. It is expected that the marketing strategy will be shifted from current simple push
type in the lower left-hand quadrant to richer push marketing in the left-hand quadrant in future
(shown in Figure 2.1), with the supply of more sophisticated hardware and software and faster
networks in future. The technology advance (e.g. MMS advertisements for 3G), existing 3G
network and the potential 4G network; the latest 3G handset will facilitate the shift. However, due
to the relative high cost for receiving MMS advertisement, free SMS advertisement is still a
popular push advertising method.
Pull advertising
Pull advertising can operate at any wireless platform with a browsing content function. It means
that pull marketing involve putting advertisements on browsed wireless content, and it often
promotes free content.
Figure Number-2.1- Pull Advertising Matrix
Source :(( Barnes (2002) Barnes & Scornova (2004))22
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2.3 Consumer behaviour and SMS advertisement
For definitions associated with mobile-based advertising, it is adopted classifications that are
derived from general principles of direct marketing, namely the “push-type” and “pull-type”
strategies. SMS mobile advertising has typically been considered an application of a push strategy
in the mobile environment (Barwise and Strong, 2002)23, meaning that information and marketing
activities flow from the producer to the consumer (Spiller and Baier, 2005)24. In a push campaign,
the marketer takes the initiative and sends messages directly to consumer regardless of whether
the consumer has agreed to receive the message. Pull strategies involve sending information that
is requested by the consumer (Barwise and Strong 2002)25. Historically, push strategies have been
associated with efforts to boost sales in the short term. In fact, most early mobile messages were
promotional in nature, focusing on inducing an immediate purchase. In addition, firms that employ
mobile campaigns can attract consumer attention and produce consumer responses to a much
greater degree than through other direct marketing channels because they can engage in one-to-
one dialogue with customers (Kavassalis et al., 2003)26.
Notably absent from many discussions of mobile commerce, or “m-commerce,” is the notion that
brand building can occur effectively in conjunction with the use of a push strategy. Mcommerce
provides a unique environment in which the firm's message may facilitate the consumer going to
a website, sending a text message, seeking out information from another medium, or even making
a purchase. The possibility of these actions makes it more likely to build the brand in conjunction
with push promotions. The fundamental premise of this paper is that the ability to brand a product
is a primary driver of the managerial intention of large firms to use SMS advertising in m-
commerce.
One of the first mobile communications technologies to be applied in marketing, SMS is a new
technological buzzword for transmitting business-to-customer messages to mobile phones, pagers,
and personal data assistants (PDAs). SMS advertising is now a substantial source of revenue for
many operators, particularly because it has been incorporated in the “instant messaging culture”
among teenagers and young professionals (Sadeh, 2002)27.
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Summarizes recent advances in SMS technology. One key advantage of SMS is that it can
capitalize on the “always on” trend, in which people have access to the Internet virtually the entire
day. SMSalso allows formore interactivity with the consumer than traditional media. Many firms
deliver alerts, news updates, traffic information, or promotional coupons via SMS. In the future,
GPS (Global Positioning System) technology may also be incorporated in SMS advertising for
those who seek timely information at the right place. For example, in Japan, agencies are
conducting experimental transmission of locationbased restaurant information to public
transportation users (D2 Communications, 2005)28.
In contrast, a study conducted by Tsang, Ho, and Liang (2004)29 evinces more cautious attitudes
toward mobile advertising among Taiwanese. Developing a structural model that includes both
utilitarian and experiential factors affecting consumer attitudes toward permission-based SMS
advertising, the researchers find that (1) consumers generally have negative attitudes toward
mobile advertising unless they have specifically consented to it, and (2) consumer attitudes are
directly related to consumer behavior. In Australia, Marinova et al. (2002)30 report the results of a
similar study in a hotel setting. They find that personalized e-mail advertising exhibits negative
effects on customer acceptance, producing “opt-out” requests instead of website visits.
2.4 Consumer attitude toward SMS advertisement in general
Attitudes are conventionally regarded as an indicator of the effectiveness of advertising (Jun and
Lee, 2007)31. According to Fishbein and Ajzen (1975)5, an attitude towards an object is defined as
an individual’s internal evaluation based on his or her beliefs. Similarly, consumer attitudes
towards SMS advertising can be determined by the values that they attribute to SMS advertising
(Ducoffe, 1995)31. As suggested by Jun and Lee (2007)32, when consumers are provided with
benefits such as entertainment and information, they will perceive advertising in a more favourable
light. In addition, SMS advertising is found to be attention grabbing, a source of information,
interesting, and interactive (Maneesoonthorn and Fortin, 2004; Lee et al., 2006)33.
While SMS advertising is identified to be a more effective medium to generate consumer response,
young consumers hold increasingly negative attitudes towards advertising (Zanot, 1984; Tsang et
al., 2004)34 This could be attributed to the accumulated past negative experiences (Muk and Babin,
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2006)14. High frequency SMS users also want to have control of the types of SMS advertising that
they receive. Consumers may choose to switch service providers or delete the SMS ads without
reading them if they find such ads personally intrusive (Carroll et al., 2007)35. It is therefore crucial
to examine if attitudes towards SMS advertising would discourage
SMS usage frequency. As such, attitudes towards SMS advertising could in fact affect the
behavioral outcome of using SMS (Jun and Lee, 2007)36.
2.5 Attitude toward and intention to use SMS advertisement
Several theories have been successfully applied to the contexts of IT adoption behavior, including
the theory of planned behavior (Ajzen, 1991)37, the diffusion of innovation (Rogers, 1995)3, the
expectation-(dis)confirmation model (Bhattacherjee, 2001)38, and the technology acceptance
model (Davis, 1989)39. Davis’s original technology acceptance model (TAM) posits perceived
usefulness and perceived ease of use to be primary constructs affecting user acceptance; perceived
enjoyment was added later as another important construct affecting user acceptance (Davis,
Bagozzi, & Warshaw, 1992)40. The importance of perceived enjoyment has been emphasized by
van der Heijden (2004)41, who maintains that perceived enjoyment dominates perceived usefulness
in influencing the adoption behavior of hedonic information systems. Gentry and Calantone
(2002)42 have also demonstrated that TAM outperforms the theory of planned behavior (TPB),
because perceived enjoyment and usefulness can explain consumer attitudes in a variety of
contexts, including a network economy. A number of studies based on TAM and the other theories
have explored factors affecting consumer adoption of mobile data service (MDS). Hong and Tam
(2006)43, for example, explore factors influencing the MDS adoption based on a variation of TAM.
Their study indicates that in the case of MDS, the desire to be unique and users’ psychographics
such as perceived enjoyment, perception of value for money, and gender have been found to be
significant. Also, a recent study by Lin, Shih, and Sher (2007)44 has shown that integrating a
consumer’s technology readiness into TAM can enhance the explanatory power of TAM in regard
to consumer adoption of e-service systems. Hsu, Lu, and Hsu (2007)45 examine adoption factors
for multimedia message service (MMS) using Rogers’ (1995)3 diffusion of innovation theory,
highlighting the different adoption behaviors among potential adopters and users. Relatively little
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effort, however, has been directed toward investigating consumer adoption of SMS, although a
few notable exceptions do exist. For example,Xu, Teo, and Wang (2002)13 enumerate key success
factors in SMS adoption by examining the cases of Finland, Japan, and the U.S. They hypothesize
that cooperation among industry players, low cost, more attention to special mobile user groups,
and effective marketing and government support would facilitate SMS adoption. Along the same
lines, Yan, Gong, and Thong (2006)46 find that socioeconomic factors such as level of economic
development, cultural differences, political censorship, and different input languages can explain
the differential patterns of SMS adoption in Hong Kong and China. Also, Wang and Hausman
(2006)47 provide a conceptual framework that incorporates characteristics of SMS (e.g., relative
advantage, compatibility, ease of use), user profiles, nature of the social system, and marketing
environment in explaining consumer adoption of SMS. Also, Lai (2004)48 finds that service quality
and perceived value can contribute to enhanced SMS user satisfaction. More recently, Turel,
Serenko, and Bontis (2007)49 demonstrate that performance value, emotional value, value for
money, and social value contribute to users’ perceived value of SMS, which in turn increases their
behavioral intention to use SMS. Drawing on this literature, the current research seeks to develop
a theoretical model of SMS adoption among Korean mobile phone users.
Uses and gratification theory
Motivations to use SMS technology can be explained by the uses and gratification theory. This
theory purports that the consumer is actively involved in the decision to determine their media use
and is motivated by the need to fulfill certain needs (Peters et al., 2007; O’Donohoe, 1994)50.
Furthermore, these consumers select the media contents that they wish to be exposed to (Katz,
1959)51. Based on the studies conducted by Katz et al. (1973)52, the use of mass media is goal
oriented, and the consumer seeks to link the need gratification with their choice of media. The
consumer’s use of the media also competes with other sources of need satisfaction, and
gratifications from media use usually encompass diversion, entertainment, and information. In
addition, McQuail et al. (1972)53 emphasized that escapism is a common motivation for users of
mass media. The consumer also seeks to satisfy the need to express personal identity and to build
relationships (McQuail et al., 1972; Weiss, 1971; Katz et al., 1973)[53] [52] through the use of media.
Furthermore, social influences as well and psychological states of consumers also impact on the
decision. As media use is considered a natural composition of the environment, its use is therefore
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a part of the consumer’s social action and routine. As such, consumers would interpret SMS
messages by incorporating it as part of their daily routine (O’Donohoe, 1994)50(ii). The utilitarian
dimension of uses and gratification theory can be applied to examine the consumers’ motives for
using SMS text messaging (Leung, 2007)15.
Various studies have identified a number of gratification seeking motives from television usage
(Lull, 1980; Rubin, 1984)54, telephone usage (Leung and Wei, 2000)55, and more recently internet
usage (Maignan and Lukas, 1997; Parker and Plank, 2000; Stafford et al., 2004)56. However, the
nature of SMS technology is dissimilar to other media; it is ubiquitous, text based, and personal in
nature.
2.6 Consumer behaviour and Permission Marketing
Permission marketing is considered the easiest way to tackle privacy (Godin, 1999)57, but it is not
free of controversy. By using the right combination of question framing and default answers, firms
can reap the consent of nearly every website visitor. These firms take advantage of inattention,
cognitive and physical laziness, and visitors’ tendency to view the default option as the standard,
popularly endorsed, or correct answer (Bellman, Johnson, & Lohse, 2001)58. For example, a recent
study found that over two out of three U.S. Internet users did not know they had consented to be
on e-mail distribution lists (Bellman et al.)58. This raises consumer privacy concerns and may
affect their trust in PM activities, affecting the success of the medium.
It is the noticeable gap in the literature regarding permission marketing and SMS advertising that
has attracted our attention for this research. Thus, our study aims at addressing this issue by
determining:
a) How consumers perceive SMS advertisements and permission.
b) How consumers are willing to give permission.
c) The profile of information consumers are willing to give and to receive.
d) Key factors affecting consumer permission.
One may question why permission to send an advertisement actually matters. Permission matters
because unsolicited advertisements may lead to consumers’ frustration and unanticipated results
(Barnes and Scornavacca, 2003)59; cellular phones are intimate so sending SMS advertisements
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without the consumers’ consent is a violation of privacy. If we could better understand what affects
consumers’ willingness to give permission this may better equip practitioners to approach this
sensitive issue; marketers, managers and advertising companies may be able to offer better services
to consumers and increase their competitiveness while consumers will benefit from tailored
services that specifically answer their needs and requirements. Related to this, our insights could
be of some value to mobile communication service providers that seek to efficiently manage the
opportunities that SMS technology and their database of customers may offer them. Wu, J., &
Wang, S. (2005)60.
SMS permission issues
Carroll et al. (2005)61 examined message content and personalisation issues. For a matter of brand
trust there is a strong preference for the network operators to become the definitive media owners
and permission holders (Enpocket, 2005b)62.
Consumers’ permission in the context of SMS advertising is defined as agreeing to receive SMS
ads. Consumers’ acceptance refers to the adoption of SMS advertising as a part of our everyday
lives. A number of academic authors have attempted to examine the success or acceptance of SMS
advertising, related m-commerce applications, direct and permission marketing. The first three
models relate specifically to mobile marketing.
Mobile-marketing acceptance depends on users’ permission, WSP control, and brand trust; the
results of this exploratory research have been empirically confirmed. by Dickinger et al.’s (2005)63
model of success factors for SMS marketing are divided into two categories: the message and the
media. Message factors include: message content, i.e which type of advertisements, such as
polling, competitions, and special offers; personalisation according to time (i.e. time of day and
frequency of advertisements), location (including real-time location-specific offers) and
consumers’ preferences; and consumer control, permission and privacy, which has been identified
as the strongest negative influence on consumer attitudes toward SMS advertising. Media factors
include issues regarding the device, transmission, product fit (the media appears to better suit low
budget items, young people and services rather than goods), and media cost (which suggests that
the medium is cheaper and more effective than other alternatives).
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Bauer et al. (2005)64 test a model, based on the theory of reasoned action (Ajzen, 1991)37, and find
that the most important factors that affect attitude toward mobile marketing are: consumers’
attitudes toward advertising in general; perceived utility (in terms of information, entertainment,
and social aspects); perceived risk (in terms of privacy and data security); consumers’ knowledge
about the technology; and social norms that impact on consumers’ behaviour.
A more general study examining drivers to mobile commerce, based on the theory of planned
behaviour is given by Wu and Wang (2005)59. They examine perceived risk (e.g. privacy and
security issues), cost (e.g. hardware and service fees), compatibility (e.g. with user’s existing
values, previous experiences and needs), and ease of use. This model omits to address the social
influence that can impact on the decision to acquire mobile devices.
2.7 Factors to willingness to accept SMS Advertisement
The audience's trust to advertising messages can be investigated in two dimensions. First is the
real confidence that the audience has about advertising claims being made in the short message
advertising that in many studies has been named as validity instead of the term trust. In the second,
the audience's trust in SMS advertising means that short message advertising that the user has
received does not contain any risk for him. Thus the existence of such media for advertising,
marketers are interested to know what factors affecting the audience trust to this type of
advertising.
The audience’s trust to SMS advertising is affected directly through his perception of the
advertiser's company reputation, perceived size of advertiser corporate, perceived trustworthiness
of the advertiser corporate, perception of privacy and perceptions about risks and benefits derived
from SMS advertising.
Audience perception of advertiser corporate reputation and size is important factor because this
factor can help audience to trust the corporate and provide guarantees for the ability, integrity and
goodwill of other corporate sectors. A company's reputation, which include the buyers believe that
the seller of corporate product is honest and concerned about the customer needs (Jarvenpaa
&Tractinsky,2000)65. Several studies have shown that perceived corporate reputation is a
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PhD Thesis PRASHANT AMIN Page Number-80
determining factor in trust to internet shopping (Chen et al, 2002; Koufaris, 2004) [66] [67] .When
the perceived reputation of the company is positive, consumers will have more confident to
company advertisement. Customer perceived size of company is customer perception about the
size of advertiser Company. Then customers believe that larger company more understands their
interest which acts to its promises to the consumer. Apparently consumers believe a large company
provides services for them and they will support consumer need and will be able to compensate
defect of products (Koufaris, 2004)67.
Jarvenpaa and Tractinsky (1999)65 stated that the company size and reputation are likely
interaction because it is more likely that a larger companies remains in the business longer and the
larger and most famous companies are more trusted. If a consumer believes that the ability and
motivation of advertiser's company to deliver goods and services is consistent with the expected
quality, it can be said that there is trust (Jarvenpaa & Tractinsky ,2000)65.
Perceived privacy is a kind of self-concept that a user has in system that maintain the privacy of
personal information. Topic of privacy in e-commerce and mobile commerce will affect consumer
buying behavior (Furnell, 2004)68. Violations of consumer trust according to an invasion of
privacy or misuse of personal information will have negative effect on willingness to buy
company’s products (Monsuwe et al, 2004)69.
Mobile commerce like traditional shopping has the risks and benefits. Although somebody avoid
m-commerce because of its risks but also there are those who use it because of the benefits that
they have received of ecommerce. Risk represents potential that there is in desired outcome when
a person is exposed to a SMS advertising message. Perceived benefits show the audience believes
that when he/she receive a SMS advertising, led to comfortable him/her. These benefits include
greater convenience, saving time and spend less time to select the product or service.
2.8 Consumer acceptance of SMS advertisement
Several theories have been successfully applied to the contexts of IT adoption behavior, including
the theory of planned behavior (Ajzen, 1991)37, the diffusion of innovation (Rogers, 1995)3, the
expectation-(dis)confirmation model (Bhattacherjee, 2001)38, and the technology acceptance
model (Davis, 1989)4. Davis’s original technology acceptance model (TAM) posits perceived
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PhD Thesis PRASHANT AMIN Page Number-81
usefulness and perceived ease of use to be primary constructs affecting user acceptance; perceived
enjoyment was added later as another important construct affecting user acceptance (Davis,
Bagozzi, & Warshaw, 1992)4. The importance of perceived enjoyment has been emphasized by
van der Heijden (2004)41, who maintains that perceived enjoyment dominates perceived usefulness
in influencing the adoption behavior of hedonic information systems. Gentry and Calantone
(2002)42 have also demonstrated that TAM outperforms the theory of planned behavior (TPB),
because perceived enjoyment and usefulness can explain consumer attitudes in a variety of
contexts, including a network economy.
A number of studies based on TAM and the other theories have explored factors affecting
consumer adoption of mobile data service (MDS). Hong and Tam (2006)43, for example, explore
factors influencing the MDS adoption based on a variation of TAM. Their study indicates that in
the case of MDS, the desire to be unique and users’ psychographics such as perceived enjoyment,
perception of value for money, and gender have been found to be significant.
A study by Lin, Shih, and Sher (2007)44 has shown that integrating a consumer’s technology
readiness into TAM can enhance the explanatory power of TAM in regard to consumer adoption
of e-service systems. Hsu, Lu, and Hsu (2007)45 examine adoption factors for multimedia message
service (MMS) using Rogers’ (1995)3 diffusion of innovation theory, highlighting the different
adoption behaviors among potential adopters and users. Relatively little effort, however, has been
directed toward investigating consumer adoption of SMS, although a few notable exceptions do
exist.
Xu, Teo, and Wang (2002)13 enumerated key success factors in SMS adoption by examining the
cases of Finland, Japan, and the U.S. They hypothesize that cooperation among industry players,
low cost, more attention to special mobile user groups, and effective marketing and government
support would facilitate SMS adoption. Along the same lines, Yan, Gong, and Thong (2006)46 find
that socioeconomic factors such as level of economic development, cultural differences, political
censorship, and different input languages can explain the differential patterns of SMS adoption in
Hong Kong and China.
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PhD Thesis PRASHANT AMIN Page Number-82
Wang and Hausman (2006)47 provide a conceptual framework that incorporates characteristics of
SMS (e.g., relative advantage, compatibility, ease of use), user profiles, nature of the social system,
and marketing environment in explaining consumer adoption of SMS.
Lai (2004)48 finds that service quality and perceived value can contribute to enhanced SMS user
satisfaction.
Turel, Serenko, and Bontis (2007)49 demonstrate that performance value, emotional value, value
for money, and social value contribute to users’ perceived value of SMS, which in turn increases
their behavioral intention to use SMS. Drawing on this literature, the current research seeks to
develop a theoretical model of SMS adoption among Korean mobile phone users.
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PhD Thesis PRASHANT AMIN Page Number-83
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