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.


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.


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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


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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