Attitude of the Pakistani Consumer towards SMS Advertisements

Shahbaz Talpur; Avtar Bachani; Saima Tabassum

doi:10.58921/jobams.3.2.67

Shahbaz Talpur Operations Analyst, Alternate Delivery Channels, Askari Bank Limited
Avtar Bachani Lecturer, Department of Business Administration, Sindh Madressatul Islam University, Karachi
Saima Tabassum Chairperson, Department of Business Administration, Sindh Madressatul Islam University, Karachi

DOI: https://doi.org/10.58921/jobams.3.2.67

Keywords: Marketing, Consumer Attitude, Consumer Behavior, SMS Marketing

Abstract

This study explores the strength of SMS marketing as a reliable tool for advertising promotions in the Pakistan context. The study explores elements such as entertainment, informativeness, credibility, irritation and their impact of the Pakistani consumer’s attitude towards considering SMS advertisement as a viable source for marketing one’s product and services. The research bases its conceptual model adapted from the study of Ducoffe (1996) and Brackett and Carr (2001). The research presents its finding using multiple linear regression for studying the effect and impact of above mentioned independent variables on attitude of Pakistani consumer towards SMS advertisement. The study researches this impact with the help of demographic variables such as age, education and gender. Based on the results found by the study, our research recommends a new, condensed form of the model adopted from Ducoffe (1996) presented in the conclusion. The research recommends researchers to further study impact of SMS advertisement in incorporating newer elements in mobile telephony in the age of services such as Whatsapp, Skype and other messaging services.