The relationship between attitude to SMS advertising and customer purchase intention (case study; saman insurance co)

  • Melika Sadat Shirazi Allameh Tabatabai University, Tehran, Iran
  • Mohammad Saleh Torkestani Allameh Tabatabai University, Tehran, Iran
Keywords: Attitude to mobile advertising, the argument quality, product involvement, attitude toward advertising, attitude to the brand, mobile marketing, mobile advertising.

Abstract

This research tries to investigate the application of mobile phones for marketing (via SMS) in the insurance industry according to the rapid progress at the used technologies in mobile phones and their increasing use in various industries. In fact, its aim was to investigate the effect of an SMS advertising on the individual attitude of the advertising, their attitude to the brand and their attitude effect on purchase intention. So, a model includes the components of an advertising message which may affect the attitude toward advertising has been presented. These components were; advertising perceived as valid, the attitude to mobile advertising, the quality of the argument, the incentive, attractiveness, interaction, the perceived attempt, the perceived emotional involvement and the perceived cognitive involvement. A questionnaire has been provided based on these factors and has been distributed among 384 of the sample sizes. The collected data have been analyzed by Smart PLS 2.0 software. The results indicated that the attitude to advertising has a direct effect on the attitude to the brand, attitude to the brand has a direct effect on the attitude to purchase intention and attitude to advertising has a direct and positive effect on purchase intention. Also, all the above-mentioned components have positive effect on attitude to advertising.

Downloads

Download data is not yet available.

Author Biographies

Melika Sadat Shirazi, Allameh Tabatabai University, Tehran, Iran

Master of M.A, Allameh Tabatabai University, Tehran, Iran

Mohammad Saleh Torkestani, Allameh Tabatabai University, Tehran, Iran

Assistant professor, management and accounting department, Allameh Tabatabai University, Tehran, Iran

References

Barwise P. Strong C. (2001). Permission-Based Mobile Advertising, Journal of Interactive Marketing, 16(1), 14-24.

Batra R., Stayman D.M. (1990). The Role of Mood in Advertising Effectiveness, Journal of Consumer Research, 17(2), 203-214

Bauer H.H., Reichardt T., Barnes S.J., Neumann M.M. (2005). Driving Consumer Acceptance of Mobile Marketing: a Theorical Framework and Empirical Study, Journal of Electronic Commerce Research, 6(3), 181-192

Bezjian-Avery A., Calder B., Iacobucci D. (1998). New Media Interactive Advertising vs. Traditional Advertising, Journal of Advertising Research, 38(4), 23-32

Biehal G., Stephens D., Curlo E (1992). Attitude Toward the Ad and Brand Choice, Journal of Advertising, 21(3), 19-36

Browne B. A., Kaldenberg D.O. (1997). Conceptualizing Self-Monitoring: Links To Materialism And Product Involvement. Journal of Consumer Marketing, 14, 1, 31-44.

Bruner II, G.C., Kumar A. (2007). Attitude Toward Location-Based Advertising, Journal, 7(2), http://www.jiad.org/article89

Burton S., Lichtenstein D.R. (1988). The Effect of Ad Claims and Ad Context On Attitude Toward The Advertisement, Journal of Advertising, 17(1(, 3-11

Chu S.C., Kamal S. (2008). The Effect of Perceived Blogger Credibility and Argument Quality on Message Elaboration and Brand Attitudes: An Exploratory Study, Journal of Interactive Advertising,8(2), 26-37

Cox D.S., Locander W.B. (1987). Product Novelty: ¿Does It Moderate the Relationship Between Ad Attitudes and Brand Attitudes? Journal of Advertising, 16, 3 ,39–44.

Cronin J.J., Brady M.K., Hult G.T.T. (2000). Assessing the Effects Of Quality, Value And Customer Satisfication On Consumer Behavioral Intentions In Service Environments, Journal of Retailing, 76(2), 193-218

Davari A., Rezazadeh A. (2014). Structural equation modeling using PLS, Tehran, Jahad Daneshgahi pub, 2nd edition

Drossos D., Giaglis G., Lekakos G., Kokkinaki F., Stavarki M. (2007). Determinants of Effective SMS Advertising: An Experimental Study, Journal, 7(2(, http://jiad.org/article90

Frost & Sullivan Corporation. (2011). Using mobile solution to improve insurance sector performance.

Gopal R.D., Tripathi A.K. (2006). Advertising Via Wireless Networks, International Journal of Mobile Communications, 4(1), 1-16

Guohua W. (2006). Conceptualizing and Measuring the Perceived Interactivity of Websites” Journal of Current Issues & Research in Advertising, 28(1), 87-104

Habibi A. (2012). Practical education of SPSS, 2nd edition

Haghighi Javid M. (2012). Prioritizing the factors affecting customers’ attitude to mobile phone advertising, MA dissertation, ABhar Azad University

Heath T.B., Gaeth G.J. (1993). Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model. In E. M. Clark, T. C. Brock, and D. W. Stewart, Eds., Attention, Attitude, and Affect in Response To Advertising: Psychology Press, pp. 125-148.

Johar J.s, Sirgy M.J. (1991). Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal, Journal of Advertising, 20(3), 23-33

Kannan P.K., Chang A.M., Whinston A.B. (2001). Wireless Commerce: Marketing Issues and Possibilities, in 34th Hawaii International Conference on System Sciences (HICSS) Hawaii.

Kavanoor S., Grewal D., Blodgett J. (1997). Ads Promoting OTC Medications: The Effec of Ad Format and Credibility on Beliefs, Attitudes and Purchase Intentions, Journal of Business RFesearch, 40(3), 219-227

Kavassalis P., Spyropoulou N., Drossos D., Mitrokostas E., Gikas G., Hatzistamatiou A. (2003). Mobile Permission Marketing: Framing The Market Inquiry. International Journal of Electronic Commerce, 8(1), 55-79.

Keller P.A., Block L.G. (1997). Vividness effects: A resource-matching perspective, Journal of Consumer Research, 24(3), 295-304

LaBarbera P.A. (1982). Overcoming a No-Reputation Liability through Documentation and Advertising Regulation, journal of Marketing Research, 19(2), 223-228

Liu Y., Shrum L.J. (2002). What Is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness, Journal of Advertising, 31(4), 53-65

Lohtia R., Donthu N., Hershberger E.K. (2004). The Impact of Content and Design Elements on Banner Advertising Click-through Rates, Journal of Advertising Research, 43(04), 73-85

Machleit K.A., Allen C.T., Madden T.J. (1993). The mature brand and brand interest: An alternative consequence of ad-evoked affect" Journal of Marketing, 57(4), 72-82

MacKenzie S.B., Lutz R.J., Belch G.E. (1986). The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations, Journal of Marketing Research, 23(2), 130-143

Martin B.A.S., Lang B., Wong S. (2003). Conclusion explicitness in advertising" Journal of Advertising, 32(4), 57-65

Mayers-Levy J., Peracchio L.A. (1995). Understanding the effects of color: How the correspondence between available and required, Journal of Consumer Research, 22(2), 121-138

Mir A., Najafi Z. (2009). Success and penetration factors; challenges and barriers in electronic advertising using SMS; journal of business chamber, 35: 8-11

Muehling D.D., Mccann M. (1993). Attitude toward the Ad: A Review, Journal of Current Issues & Research in Advertising, 15(2), 25-58

Najmi M., Atefi Y., Mirbagheri S. (2012). Attitude toward Brand: An Integrative Look at Mediators and Moderators, Academy of Marketing Studies Journal, 16(1),111-133

Nkwocha I., Yeqing B., Johnson W.C., Brotspies H.V. (2005). Product Fit and Consumer Attitude taward Brand Extensions: The moderating Role of Product Involvement, Journal of Marketong Theory & Practice, 13(3), 49-61

Okazaki S. (2005). New Perspectives on m-Commerce Research, Journal of Electronic Commerce Research, 6(3), 160-164

Ratchford B.T. (1987). New Insight About the FCB Grid, Journal of Advertising Research, 27(4), 24-38

Rossiter J.R. Percy L. (1985). Advertising Communication Models, In E.C Hirschman and M.B. Research, Eds., Advances in Consumer Research. Vol12, Provo, Utah: Association for Consumer Research, pp.510-524

Spears N., Singh S.N. (2004). Measuring Attitude Toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26, 2, 53-66.

Sundar S., Kim J. (2005). Interactivity and Persuasion: Influencing Attitude with Information and Involvement” Journal, 5(2), http://jiad.org/article59

Tsang M. M., Shu-Chun H., Ting-Peng L. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study, International Journal of Electronic Commerce, 8(3), 65-78.
Published
2018-08-30
How to Cite
Shirazi, M., & Torkestani, M. (2018). The relationship between attitude to SMS advertising and customer purchase intention (case study; saman insurance co). Amazonia Investiga, 7(15), 120-132. Retrieved from https://amazoniainvestiga.info/index.php/amazonia/article/view/411
Section
Articles