A COMPREHENSIVE MODEL OF FACTORS INFLUENCING CONSUMER ATTITUDE
TOWARDS AND ACCEPTANCE OF SMS ADVERTISING: AN EMPIRICAL
INVESTIGATION IN JORDAN
MOHAMMADHAMDI AL KHASAWNEH1 & AHMED SHUHAIBER
2
1Assistant Professor, Al Zaytoonah University of Jordan, Jordan
2Senior Lecturer, Al Zaytoonah University of Jordan, Jordan
ABSTRACT
As one of the mobile marketing instrument, SMS (Short Message Service) advertising is gaining popularity in
accessing consumers through their mobile devices. The success of this advertising instrument depends largely on its
acceptance by consumers. However, little is known regarding the factors contributing to the success of SMS advertising
from customers‟ perspectives. This research aims to empirically investigate the significant factors that influence consumers
attitude towards and acceptance of SMS advertising in Jordan. A conceptual model and hypotheses are tested with a
sample of 220 Jordanian mobile phone users, and analysed quantitatively. The findings indicate that SMS informativeness,
entertainment, credibility, clarity, incentive, personalization, relevancy, as well as subjective norms have positive
significant influence on consumer attitude and acceptance of SMS advertising, whereas message irritation, brand
familiarity and consumer control have negative significant influences. Based on the results, this paper rounds off with
conclusions, recommendations for future marketing research and practice into SMS advertising.
KEYWORDS: Mobile Marketing, SMS, Advertising, Consumer Attitude and Acceptance, Jordan
INTRODUCTION
Definitions and Statistics
We have entered a new „all mobile‟ era, in which mobile phones assist humans in many fields and applications.
Utilizing mobile technology in the marketing field leads to the concept of mobile marketing. One popular part of the
mobile-marketing technology is the use of SMS (Short Message Service). SMS is an instant messaging system that allows
mobile phone users to send, store and forward alphanumeric text messages of up to 160 characters to any GSM phone
(Bamba & Barnes, 2006; Leung, 2007; Xu, 2006). The channel through which marketing messages are delivered to
consumers about products and services through SMS is referred to SMS advertising (Tsang, Ho,& Liang 2004). The use of
SMS as an advertising medium has received widespread attention in recent years (Leung, 2007). Along with the emergence
of high development of telecommunication technologies and the increasing market penetration of mobile devices, the
interest of global advertising industries in using this medium as a means of marketing communication is rising (Bauer,
Barnes, Reichardt,& Neumann, 2005).
According to SMS Marketing Statistics (2012), with four billion mobile phones in today's world, 86% of mobile
users said that they receive or send at least one text message per week, though often it is much more. In 2012 alone, more
than 9.6 trillion SMS messages were sent. In the SMS advertising context, 95% of all mobile users (both smartphone and
non-smartphone users) have been connected to by brands that are using SMS marketing to reach their customers. In Jordan,
and according to the latest regulatory data for the mobile market related to the end of December 2011, there were 7.482
million mobile subscribers (Jordan Telecommunications Report Q3 2012, 2012). SMS advertising is further expected to
International Journal of Sales & Marketing Management
Research and Development (IJSMMRD)
ISSN 2249-6939
Vol.3, Issue 2, Jun 2013, 1-22
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© TJPRC Pvt. Ltd.,
© TJPRC Pvt. Ltd.,
2 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
grow rapidly with increasing mobile phone penetration and declining tariff rates, the thing that significantly impact the
usage of mobile phone services; including SMS.
Characteristics of SMS Advertising
Some specific characteristics of SMS advertising are behind the high global and local usage rate of SMS
advertising. Table 1 shows how consistent these characteristics with the SMS advertising literature.
Ubiquity. Mobile phone users typically have their devices with them at all times and may leave it on standby for
an average of 15 hours a day. In addition, nearly 100 percent of mobile phones can support SMS messages, with
the high likelihood of them being read soon after receipt. Since all mobile phones can receive SMS and people
hold their mobile devices whole the day, SMS advertising can reach them approximately anytime and anywhere.
This can create new opportunities for advertisers.
Interactivity. The nature of the bi-directional mobile phones enables their users to reply immediately to SMS
messages. This interactivity makes it possible for advertisers to establish a direct catalogue with their potential
customers, and to gain marketing campaign results quickly.
Localization. Some geographic technologies such as Geographic information systems (GIS) and Global
Positioning Systems (GPS) enable telecom operators to localize users and identify their current positions. These
technologies enable advertisers to identify their potential consumers and send marketing impulses based on their
locations. Consequently, consumers receive offers of close-by product and service providers, which increases the
response rate to SMS advertising and makes it more useful and fruitful.
Personalization (one-to-one marketing). A very personal relationship is maintained between mobile phone users
and their devices as a mobile phone is always attributable to one single person. This one-to-one relationship leads
to one-to-one marketing attribute. Personalizing SMS advertisements can be achieved by using information
provided by consultancies' databases at an early stage or by the history of users‟ purchasing patterns. This results
in attracting consumers' attentions and gaining highly personalized marketing measures. Therefore, SMS
advertising can be considered as a direct and personalized consumer communication.
Viralmarketing. Although SMS advertising is considered as a direct marketing channel, it has viral effects to
move from one recipient to another. An SMS recipient may forward the message to others who feel they would
gain benefit from it.
The SMS received from a familiar sender can be expected to have greater influence on the receiver than a
message sent directly from the advertiser. As a result, viral effects can enlarge the consumers-reach base and
increase the SMS effectiveness.
Table 1: Characteristics of SMS Advertising
Characteristic Found in Literature
Ubiquity
Bauer et al. (2005); Bulander, Decker,
Schiefer and Kölmel (2005); Jamieson et al.
(2010); Mirbagheri (2010)
Interactivity
Bauer et al. (2005); Bulander et al. (2005);
Haghirian and Madlberger (2005);
Mirbagheri (2010); Van der Waldt, Rebello
and Brown (2009), Xu (2006)
Localization
Bauer et al. (2005); Haghirian and
Madlberger (2005); Wunker& Hughes
(2001); Xu (2006)
A Comprehensive Model of Factors Influencing Consumer Attitude towards 3 and Acceptance of SMS Advertising: An Empirical Investigation in Jordan
Table 1: Contd.,
Personalization
Bauer et al. (2005); Jamieson et al. (2010);
Haghirian and Madlberger (2005); Rettie,
Ruth, Grandcolas, and Deakins (2005);
Saadeghvaziri and Seyedjavadain (2011); Xu
(2006)
Viral marketing
Bauer et al. (2005); Mirbagheri (2010);
Karjaluoto, Lehto, Leppäniemi, and
Mustonen (2007)
The features presented above support the great potential of SMS advertising as a convenient customer-oriented
marketing instrument. Despite the continued growth and future potential of SMS as an advertising tool, the success of this
advertising instrument depends largely on its acceptance by consumers. Little research has been conducted on the
acceptance of this advertising medium by consumers, and the factors that may influence this acceptance. Furthermore, this
study have focused on Jordanian perspective is yet to be understood. This is particularly important in the Jordan context
where the success of a new medium such as SMS advertising relies on the acceptance of the medium by consumers.
Therefore, this study aims to close this gap by providing insights to this important arena, through the examination of
factors that impact consumer attitude towards and acceptance of SMS advertising. Next section(2) presents relevant
literature of SMS advertising research, through which hypotheses and a conceptual model were developed. Sections 3 and
4 demonstrate testing the model, the research methodology and findings consequently. Last section (5) rounds off with
conclusions, recommendations for future marketing research and practice into SMS advertising.
LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
Based on the parent disciplines of mobile advertising and consumer attitude discussed in the existing literature,
this section presents a theoretical model that conceptualises the relationship amongst the focal constructs, that is, the
impact of SMS advertising value factors, SMS message content factors and other related factors on consumer attitude
towards and acceptance of SMS advertising (See Figure 1).
Informativeness
Informativeness can be defined as “the ability of advertising to inform consumers of product alternatives so that
purchases yielding the greatest possible satisfaction can be made” (Ducoffe, 1996, p.22 ; Waldt et al. 2009) and the ability
to successfully give related information (Oh & Xu, 2003). In the context of this study, informativeness can be viewed as
the ability of advertising to deliver information to customers in order tosatisfy their needs. Advertising plays a major role
in delivering information (Ling et al., 2010). Thus, advertisers in general want to transmit information via advertising
messages (Gordon & Turner, 1997). Information received by consumers through mobile devices must demonstrate
qualitative features like accuracy, timeliness, and usefulness for consumers (Siau & Shen, 2003). Accordingly, Varshney
(2003) suggested that information is considered a valuable motivation that leads recipients to react very positively to
advertisements.
Previous research demonstrated that informativeness of the advertising message in the traditional and mobile
context, was found to be among the strongest influential factor on consumers perceptions and attitudes (Bauer et al., 2005;
Ducoffe, 1996; Haghirian et al., 2005; Luong, 2007; Merisavo&Kajalo, 2007; Oh & Xu, 2003; Siau & Shen, 2003; Sultan,
Gao, & Rohm, 2010; Tsang et al., 2004; Xu, Liao, & Li, 2008). For example, Oh and Xo (2003) found that the advertising
message is perceived as valuable as long as it provides information and thus creates some benefit for the consumer. Taking
this point further, Haghirian et al. (2005) found that the higher the informativeness of mobile advertising messages, the
4 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
higher the perceived advertising value of the consumer. According to Tsang et al. (2004), perceived informativeness of
mobile advertising has a direct positive effect on attitude toward mobile advertising. Consistent with this view, other
studies conducted by Baueret al.(2005) and Merisavo and Kajalo (2007) identified information value as one of the
strongest drivers of mobile advertising acceptance. They further argued that consumers develop a positive attitude toward
mobile advertising, which in turn leads to the behavioural intention to use mobile services only if mobile advertising
messages are providing a high information value. Based on the previous discussion, the following hypothesis is suggested:
H1: Informativeness of SMS advertisements has a significant positive influence on consumer attitude towards
SMS advertising.
Entertainment
Entertainment is defined as the ability to fulfil an audience needs for aesthetic enjoyment, fun diversion, or
emotional pleasure (Ducoffe, 1996). Entertainment is considered as a promotional mechanism to encourage mobile
marketing communication. The very nature of texting, with its own particular form of abbreviated language and more
casual forms of communication (such as text flirting) was seen as entertainment in its own right (Grant & O‟Donohoe,
2007). In addition, the impulsive nature of phone-based entertainment supports this construct (Wilska, 2003), as especially
young people use of telephony services for fun and enjoyment (Williams, Rice,& Rogers, 1998).
Entertainment is also considered as a crucial factor for mobile marketing. It is essential that the message is concise
and funny, and thus immediately captures consumers‟ attention (Haghirian &Madlberger, 2005; Katterbach, 2002).
Entertainment services can increase customer loyalty and add value for the customer (Haghirian & Madlberger, 2005).
Previous studies show that consumers utilize SMS on the basis of fun and entertainment (Grant & O‟Donohoe, 2007;
Haghirian &Madlberger, 2005; Van der Waldtet al., 2009). For instance, an empirical study conducted by Tsang et al.
(2004) shows that entertainment is a significant factor affecting respondents‟ attitudes toward mobile advertising.
Moreover, it is found that consumers‟ perceived entertainment utility of mobile marketing has a positive influence on
consumers‟ perceptions of the overall utility of mobile marketing, which in turn has a positive influence on consumer
attitudes towards mobile marketing (Bauer et al., 2005). Therefore, we conclude that an entertaining advertising SMS is
being perceived more positive by the recipient. Thus, it hypothesized that:
H2: Entertainment has a significant positive influence on consumer attitude towards SMSadvertising.
Irritation
Irritation refers to any offending effects that may go against what a user values (Oh & Xu, 2003). In the context of
advertising, irritation has been defined as employing tactics in the advertising that annoy, offend, insult, or are overly
manipulative (Ducoffe, 1996; Waldt et al., 2009). The tactics advertisers use when competing for consumers‟ attention can
be annoying to the audiences. Taking this point further, irritation is a phenomenon whereby consumers tend to refuse
advertisements if they have the feeling that the advertisement is too intrusive. If an individual feel indignity when being
addressed by advertisements, this can mainly have an effect on their attitude toward advertising (Shavitt, Lowrey &
Haefner, 1998).
Moving in the mobile advertising context, most consumers are still quite uncomfortable with the concept of
mobile business and they are sceptical whether these businesses are feasible and secure (Siau & Shen, 2003). Mobile
advertising may provide an array of information that confuses the recipient and can be distracting and overwhelming the
consumer with information (Stewart & Pavlou, 2002; Xu, 2006). Consumers may feel confused about them and react
A Comprehensive Model of Factors Influencing Consumer Attitude towards 5 and Acceptance of SMS Advertising: An Empirical Investigation in Jordan
negatively. Another point of possible annoyance is unwanted messages, commonly known as spam (Dickinger, 2005),
Spam intrudes into consumers‟ privacy and hinder consumer acceptance. According to Haghirian et al.‟s (2005) findings,
complex mobile advertising message can cause irritation among consumers, and this disturbance decrease the value of the
advertising for consumers and may cause negative reaction toward mobile advertising. This finding has been previously
confirmed by Tsang et al. (2004) who asserted that there is a negative relation between attitude toward mobile advertising
and irritation. Time–related information is closely linked with the location dimension. We therefore conclude that irritation
caused by an incomprehensive or unwanted mobile advertising message may reflect negatively on consumers‟ attitudes
and the perceived advertising value of mobile marketing. Therefore, it is proposed that:
H3: Irritation of SMS advertisements has a significant negative influence on consumer attitude towards SMS
advertising.
Credibility
In the context of advertising business, McKenzie and Lutz (1989) defined advertising credibility as consumer‟s
perception of the truthfulness and believability of advertising in general. In addition, Daugherty et al. (2007) viewed
advertising credibility as an expression of the consumers‟ expectations regarding the fairness and factualness of
advertising. Advertising credibility was proved to be significantly relevant to advertising value of web advertising
(Brackett & Carr, 2001). Relevant research found that perceived advertisement credibilitywas among the first constructs
that were empirically tested and found to exert influence on consumers‟ attitudes towards the advertising (MacKenzie &
Lutz, 1989). Taking this point further, research conducted by various researchers has identified that there is a positive
correlation between consumer perceptions of the credibility of an advertisement and consumer attitudes towards the
advertisement (Brackett & Carr, 2001; Dahlén & Nordfält, 2004). If consumers do not find the ad to be credible, this will
negatively affect their attitude towards the ad (Dahlén & Nordfält, 2004). Moving into the credibility concept within the
mobile marketing context, it was found that consumers‟ perceptions of the credibility value of SMS advertisements are
positively correlated to consumers‟ overall attitudes towards SMS advertisements (Friman, 2010; Haghirian & Madlberger,
2004; Tsang et al., 2004; Waldt, et al., 2009). Taking the above discussion into consideration, we suggest that the
credibility of SMS advertising has a positive influence on consumers‟ attitude toward SMS advertising and on the
perceived advertising value of the consumer. Thus, it is hypothesized that:
H4: Credibility of SMS advertising has a significant positive influence on consumer attitude towards SMS
advertising.
Message Clarity
Advertising message clarity contributes to readability, though it deals more with whether the advertisement has an
obvious, concise message than with how the message is actually presented. In consumer advertising, it is widely
recognised that messages can be either poorly comprehended or mistakenly comprehended (Jacoby J & Hoyer, 1990).
Despite advertisers' best efforts, consumers frequently misunderstand the specific claims that are made, the general
conclusions reached, and/or the sponsors of the advertisements (Pechmann, 1996). Hence, it is commonplace for
advertisers to test consumers' comprehension of advertisements in rough cut and/or final form, to rectify any problems that
might arise (Pechmann & Stewart, 1990). Subtle changes in wording or dramatization can make a substantial difference in
whether a message is generally understood by target audience members.
Previous research has found that message clarity was considered as a significant factor to the success of
advertising particularly in the context of billboard advertising (Taylor et al., 2006). Despite the importance of message
6 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
clarity in the context of mobile advertising and taking into consideration that SMS advertisement has a brief moment to
influence consumers, scant research attention has been given to how message clarity influences consumers‟ attitudes and
acceptance of SMS advertising. Given the above discussion and the need to advance our understanding regarding the
influence of message clarity on consumers attitudes in the area of SMS advertising, it is hypothesised that:
H5: Message clarity has a significant positive influence on consumer attitude towards SMS advertising.
Incentives
Incentives are values or benefits from which consumers can advantage when receiving SMS advertisements
(Hanley, Martinsen,& Pryor, 2005; Pastore, 2002). Incentive-based advertising provides specific financial rewards to
individuals who agree to receive ads into their mobile devices (Pietz&Storbacka, 2007). The main advantage of this
approach is that mobile users are provided with a tangible reason for receiving SMS advertisements. A survey from the
United States showed that 66% of consumers will accept cell phone ads if they are paid to accept them and 59 percent
would want at least $1.00 or more per mobile advertising (Hanley et al., 2006). By sending incentive-based advertising,
advertisers create value to the massage, make it active and create good feeling for customer (Iddris, 2006).
Incentive-based SMS advertising can be executedthrough many approaches. For instance, Tsang et al., (2004)
suggest extra points or minutes or any other form of sales promotion, or free connection time for listening to voice
advertisements, offered by mobile companies. Another approach is that consumers get something back in return, a
reduction in the cost of advertised products or services, as suggested by Pastore (2002). Hanley et al. (2005) suggest some
typical forms of value include offering of contextually sensitive services, offering of coupons, free minutes, or monetary
incentives. According to Hanley, Becker and Martinsen (2006), Free ringtones and airtime were the most popular
incentives for college students.
Mobile marketing research support the relationship between incentives and attitude towards SMS advertising.
Incentives are considered to have an impact on consumer intentions to receive mobile advertising under a given attitude,
and consumers are more willing to accept incentive-based mobile advertising (Tsang et al., 2004). According to Hanley et
al. (2006), college students‟ attitude towards SMS advertisements were affected and were tended to accept mobile
advertising if they were given incentives. Furthermore, Rettie et al. (2005) analysed the acceptance of 26 different SMS
ads and found that monetary incentives was one of the main reasons that encouraged consumer acceptance, whereas
Varshney (2003) found that SMS recipients react very positively towards advertisement that transfer incentives. Based on
the previous literature, the following hypothesis is proposed:
H6: Providing incentives for receiving SMS ads has a significant positive influence on consumer attitude towards
SMS advertising.
Brand Familiarity
Generally, brand familiarity has been identified, by Alba and Hutchinson (1987), Hoch and Deighton (1989), and
Kent and Allen (1994), as the consumers‟ level of direct and indirect experience with products or brands. More recently,
Pieters, Warlop, and Wedel, (2002) identified brand familiarity as an individual‟s subjective experience. This definition
was supported by Campbell et al. (2003), who suggest that brand familiarity captures the consumers‟ brand knowledge
structures and brand associations that exist within consumers‟ minds. However, for the purpose of the current research,
familiarity of brands included in the advertising is viewed as the extent to which importance is attached by consumers to
the familiar brands contained within the advertising message (Simonin & Ruth, 1998).
A Comprehensive Model of Factors Influencing Consumer Attitude towards 7 and Acceptance of SMS Advertising: An Empirical Investigation in Jordan
The relevant marketing literature also identifies brand familiarity as influencing the process of consumers‟
decision-making (Bettman & Park, 1980; Coates, Butler,&Berry, 2006; Martinez, Polo,& Chernatony, 2008; Park &
Lessig, 1981), advertising effectiveness (Campbell and Keller, 2003), and behavioural responses (Soderlund, 2002).
Further, extensive research has demonstrated that the familiarity of brands included in the advertising, influences consumer
engagement with, and processing of advertisements (Keller, 1991; MacKenzie & Spreng, 1992). For example, Keller
(1991) found that the consumers‟ processing of advertising for familiar brands may be described as less extensive and
more confirmatory in comparison to advertising for unfamiliar brands. Similarly, advertisements for familiar brands were
found to be more effective in terms of achieving the desired communication goals compared to advertisements for
unfamiliar brands (Alba & Hutchinson, 1987; Coates et al., 2006; Kent & Allen, 1994; Snyder, 1989).These findings are
consistent with Park and Stoel (2005), who suggest that brand familiarity increases the consumers‟ level of confidence,
leading them to perceive a lower degree of risk.
Within the mobile marketing literature, a study shows that the one of strongest determinant ofmobile advertisings
adoption isbrand familiarity (Okazaki, 2005). Similarly, a survey using popular brands‟ trial mobile advertising found that
as many as 84 per cent of 500 young British adults are likely to recommend the service to their friends, while only 7 per
cent are likely to abandon the service (Barwise & Strong, 2002). This means that consumers are likely to respond SMS ads
if they are sent from the company that they know or are familiar. Therefore, the following hypothesis is proposed:
H7: SMS advertisements for familiar brands have a significant positive influence on consumer attitude towards
SMS advertising.
SMS ad Relevancy
Advertising relevancy has been defined as the degree to which the advertising and its message content are
pertinent, applicable, and related to consumers‟ needs (Lastovicka, 1983). It was noted that relevance is a key concept in
understanding advertisements, because it is a primary component of all aspects of human communication.In general,
consumersexpect SMS advertising to be highly relevant to them as the mobile phone has a personal nature (Barwise &
Strong, 2002). High relevance can only be achieved by using reliable information related to the consumers. Researchers
have evaluated relevance of content of SMS advertisements from two viewpoints: first, sending SMS ads relevant to end
users‟ fields of interest will have a significant influence on perceiving SMS advertising as valuable service (Haghirian,
Madlberger, & Tanuskova, 2005; Merisavo, et al., 2007; Vatanparast, 2007; Xu et al.,2008). Second, SMS ads will provide
more value for end users if they are received at the appropriate times and locations (Merisavo, et al., 2007; Carroll, Barnes,
Scornavacca, & Fletcher, 2007; Vatanparast, 2007; Xu et al., 2008); however, there are few empirical researches do not
support the second viewpoint (Muk & Babin, 2006; Drossos, Giaglis, Lekakos, Kokkinaki, & Stavraki, 2007). Other
researchers such as, Carroll et al. (2007), Pagnani (2004) and Nasco and Bruner (2008), found that consumers were more
likely to accept the messages when the content was relevant to them. In particular, it is suggested that the relevancy of
SMS ads is found to have a significant positive influence on consumers‟ attitudes towards SMS advertising.
H8: Relevancy of SMS advertisements has a significant positive influence on consumer attitude towards SMS
advertising.
Personalization
Personalization of SMS advertising means customizing the content of the message precisely to match individual
preferences (Bauer et al., 2005). Personalized SMS are more relevant to the consumer than non-personalized messages
because of its ability to provide consumers with personalized information according to where they are and their
8 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
needs.Thereby, persuading the receiver not only to accept the message, but also to take some action, now or in the future,
about goods, services and ideas (Saadeghvaziri & Seyedjavadain, 2011).
Personalization, also called message customization, generates significant potential for this innovative form of
SMS advertising (Xu, 2006), and is considered as a prime prerequisite for consumers‟ willingness to permit the reception
of advertising messages on their mobile phones (Bauer et al., 2005). If thoroughly personalized, SMS advertisements may
become perceived as valuable information services as opposed to bothersome interrupt marketing (Barnes & Scornavacca,
2004). Such customization helps to reduce the likelihood of a negative reaction (Bauer et al., 2005). Scharl, Dickinger and
Murphy (2005) indicate out the positive relationship between SMS personalization and consumer acceptance of this
message. In addition, Xu (2006) empirically found that personalization is significant factor that influences consumer
attitude towards SMS advertising. Thus, it hypothesized that:
H9: Personalized SMS message has a significant positive influence on consumer attitude towards SMS
advertising.
Subjective Norms
Subjective norms are defined as “the person‟s perception that most people who are important to him think he
should or should not perform the behaviour in question” (Fishbein & Ajzen 1975, p. 302). Subjective norms are intended to
account for social influences that the person‟s attitude is exposed to. Thus, performing a particular behaviour is influenced
by other‟s opinions about the behaviour (Mansour, 2012). The relationship between subjective norms and intention to
behave is originally depicted in the Theory of Reasoned Action (TRA), developed by Fishbein and Ajzen (1975), and
illustrates that intentions are shaped through attitudes and social norms which in turn shape or even dictate an individual‟s
behaviour.
Several studies indicated that subjective or social norms influence consumer acceptance of SMS advertising. For
instance, in their empirical studies, Mansour (2012) found that subjective norms which were positively and significantly
related to attitude toward mobile advertising, whereas Bauer et al. (2005) implied that mobile marketing social norms have
only a slight direct influence on the behavioural intention towards it. Another study conducted by Soroa-Koury and Yang
(2010) demonstrates that misperceptions of social norms predicted consumers' perceived usefulness (PU) and perceived
ease of use (PEOU) of mobile advertising, where both PU and PEOU are critical variables predicting consumers' attitude
towards SMS advertising. Therefore, the factor social norms are sufficient for this study. By reflecting these
considerations, the following hypotheses can be formulated:
H10: Social norms has a significant positive influence on consumer attitude towards SMS advertising.
Consumer Control
Consumer control in the context of mobile marketing has been extensively examined in the relevant literature
(Tsang et al., 2004, Scharl et al., 2005; Standing, Benson, & Karjaluoto, 2005). It was noted that users should be able to
control advertising whereby consumers can control over when, where, what and how much advertising to receive into the
mobile (Pietz, Storbacka, &Muller, 2007). This point is further explained by Shimp (2007) who stated that successful
advertisers must gain the consumers‟ permission on receiving an advertisement via their mobile phones. In addition,
consumers must have control over setting of SMS advertising such as, time of receiving and frequency.
The vast majority of previous studies within the extant relevant literature have found that consumers seek to
control the number and types of advertising messages they receive, and provide permission before receiving them (Bamba
A Comprehensive Model of Factors Influencing Consumer Attitude towards 9 and Acceptance of SMS Advertising: An Empirical Investigation in Jordan
& Barnes 2007; Barnes & Scornavacca 2004; Bauer et al. 2005; Carroll et al. 2007; Dickinger et al. 2004; Grant and
O‟Donohoe 2007; Hanley & Becker 2008; Leppäniemi & Karjaluoto 2005; Krishnamurthy, 2001; Maneesoonthorn &
Fortin 2006; Merisavo et al., 2007; Okazaki, Li, & Hirose, 2009; Rettie & Brum, 2001; Usta, 2009). Based on this, it can
be said that consumer attitudes towards and acceptance of SMS advertisements are likely to be influenced by the perceived
control that consumers have over the advertising messages they receive. Tsang et al. (2004) supported the results indicating
that consumers will have positive attitudes toward SMS advertising if permission based implemented while there were a
negative attitude in the case of receiving unauthorized spam advertisements. Therefore, it is proposed that:
H11: Consumer control towards SMS advertising has a significant positive influence on consumer attitude
towards SMS advertising.
Consumer Attitudes towards SMS Advertising
Although, there is some debate regarding a precise definition of attitude, there is a general agreement that attitude
towards advertising can be viewed as “…a learned predisposition to respond in a consistently favourable or unfavourable
manner to advertising in general” (Lutz, 1985, p. 53).
Over the past two decades, attitudes toward advertising have been studied more than any other concept in the
marketing area (Mittal, 1994; Pollay & Mittal, 1993; Shavitt, Lowrey, & Haefner, 1998; Wang et al., 2002). In particular,
consumer attitude toward advertising has been largely examined because of its relation to consumer responses towards
advertisements (Schlosser et al., 1999) and its influence on behavioural intentions (Bruner & Kumar, 2000; Goldsmith &
Lafferty, 2002; Lutz, 1985; McMillan et al., 2003; Mehta, 1994; Poh & Adam, 2002). Moving into the Internet advertising
context, existing perspectives of Internet advertising research suggest that consumer attitude towards advertising is an
important determinant of their responses and behaviours (Abd Aziz et al., 2008; Chen & Wells, 1999; Stevenson, Bruner,
& Kumar, 2000; Wolin, Korgaonkar, & Lund 2002).
For example, Stevenson et al. (2000) found that a negative attitude towards advertising was related with a
negative consumer behavioural response towards the advertising, while Wolin et al. (2002) found that consumers, who
held positive attitude towards Internet advertising, were more likely to respond favourably towards the advertisements.
Indeed, Mehta (2000) argued that consumers who had positive attitudes towards advertising were more likely to be
persuaded by advertising. Support for this view is provided by Korgaonkar and Wolin‟s (2002) finding that positive
attitudes towards Internet advertising were more likely to foster higher behavioural intentions.
Moving into the mobile marketing context, consumer attitude toward mobile marketing has been a popular topic
among several researchers with a particular focus on SMS advertising (Tsang et al., 2004; Xu, 2007; Haghirian &
Madlberger, 2005; Haghirian et al., 2008; Brackett et al., 2001; Dickinger et al., 2004). For example, Haghirian and
Madlberger (2005) found that attitude toward mobile advertising and advertising value are strongly related to message
content as entertainment, informativeness and credibility have positive effect and irritation has a negative effect.
In a more recent study, Xu (2006) found that the entertainment, credibility and personalization are the important
factors that affect the attitude toward mobile advertising, while informativeness and irritation are not important factor.
Other studies have demonstrated that there is a direct relationship between consumer attitudes and consumer behavior
within the SMS advertising context (Haghirian & Madlberger, 2005; Tsang et al. 2004; Xu et al., 2007). This view was
further supported by Lee and Jun‟s (2007) findings that consumer attitudes are directly linked to behavioural intentions for
mobile advertising, such as getting free coupons, calling back, sending text messages, visiting specific shops, and allowing
messages.
10 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
In sum, consumers‟ attitude is an important variable for evaluating the effectiveness of advertising message and
advertising campaigns. Therefore the focus has been on attitude towards SMS advertising as the central construct to
determine the acceptance of SMS among Jordanian users. Based on the preceding discussion, it is postulated that:
H12: Consumer attitude towards SMS advertising has a significantpositive influence on consumer acceptance of
SMS advertising.
Figure 1: A Conceptual Model of Consumer Attitude towards and Acceptance of SMS Advertising
Source: Developed for this Research
METHODOLOGY
Research Methodology
A quantitative approach was used in this research. An examination of the literature assisted in the development of
a conceptual model of the consumer attitude and acceptance of SMS advertising.
Data Collection
In order to empirically test the hypotheses developed in the previous section, data were collected using a
convenience sampling approach via an online self-administered survey. During a five-week period, 238 respondents
completed the survey. The survey was mainly promoted online and hosted by SurveyMonkey website; a provider of web-
based survey solutions(www.surveymonkey.com).Respondents were invited to take the questionnaire by sending them the
link of the survey webpage on their email addresses, Facebook pages, and via a popular mobile-device application called
Whatsapp. As an incentive for participation, respondents were given the chance to enter a prize draw of mobile-device
accessories through a gift voucher with a value of 25JD. A total of 238 responses were collected in both languages Arabic
and English. Eighteen responses were discarded due duplicate submissions or incompletion, a net sample of 220 usable
questionnaires remained.
A Comprehensive Model of Factors Influencing Consumer Attitude towards 11 and Acceptance of SMS Advertising: An Empirical Investigation in Jordan
Measurement and Scaling
The conceptualization and development of the questionnaire was based on the existing literature, resulted in total
of 53 items. Additional four items were included for capturing demographic information (gender, age, educational level,
and marital status). A typical 5-point Likert scale was used to measure the constructs presented in the proposed model
(scores were ranged from 1=‟strongly agree ‟ to 7=‟strongly disagree‟ with „neutral‟ score= 4), following many marketing
scholars, such asBamba and Barnes (2006), Haghirian and Madlberger (2005),Saadeghvaziri and Seyedjavadain (2011),
and Tsang et al. (2004). The survey instrument was refined during a pre-test to ensure the internal consistency of the
measured instrument, with the involvement of 33 respondents. Consequently, the wording of some questions was modified,
and the instrument was reduced to 44 items by deleting items with high cross-loadings, and in order to use less complex
measurement items. Data analysis was conducted using SPSS version 19.0. Part of it was descriptive, while the inferential
part of the statistical analysis examined the factors that impact consumer attitude towards and acceptance of SMS
advertising. Analysis is shown in the scenario below.
RESULTS ANALYSIS
Sample Profiles
As mentioned before, data were gathered from a convenience sample of 220 respondents via an online survey.
The data relating to respondents‟ profiles were tabulated to get a better feel of the data, as recommended by Sekaran
(2003). Therefore the respondents‟ demographic profiles were tabulated for gender, age, education level and marital status
(Table 1). As shown in Table 1, male respondents accounted for the majority of the sample (61%) and the age of the
respondents ranged from 18 to 70 years whereby the higher range was between 21 to 29 years. In relation to the
educational level, 25% of the respondents reported completed higher education, while 68% reported achieving a university
degree. For marital status, over 60% of the respondents reported to be married, while over 36% of the respondents were
single.
Table 1: Demographics of the Studied Sample
Variable Category
Response
Information
N= 220
Gender Male 61%
Female 39%
Age
Less than 20 39.40%
21-29 26.80%
30-39 24.90%
40-49 6.10%
50-59 0.90%
Above 60 1.90%
Education
Less than high school 2.50%
High School 5.30%
University Degree 68%
Higher Education 25%
Marital Status
Single 12.60%
Married 29.50%
Divorced 32.90%
Reliability testing using Cronbach‟s Alpha found all constructs to be reliable at the acceptable lower limit of 0.6
(Hair et al., 2008; Nunnally, 1978).Multiple regression analysis was used to test the relationships between the independent
12 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
variables including informativeness, entertainment, irritation, SMS advertising credibility, message clarity, incentives,
brand familiarity, SMS ad relevancy, personalisation, subjective norms and consumer control and the dependentvariable,
attitude towards SMS advertising. The eleven constructs accounted for 50.5% of the varianceof consumer attitude towards
SMS advertising as shown in Table 2.
Table 2: Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .711a .505 .479 2.686
A significant, positive relationship between informativeness and consumer attitude towards SMS advertising was
found (Sig. = 0.002, β = 0.112), indicating Hypothesis 1 is supported. Next, a positive, significant relationship between
entertainment and attitude towards SMS advertising was found (Sig. = 0.047, β = 0.125), meaning Hypothesis 2 is
supported. Thirdly, a significant negative relationship between irritation and attitude towards SMS advertising was found
(Sig. =0.025, β = -0.120), indicating that hypothesis 3 is supported. The result for H4 indicates that SMS advertising
credibility has a significant positive effect on consumers‟ attitudes towards SMS advertising (Sig. = .000, β = 0.250), thus,
the higher the credibility of SMS advertising, the more favourable the attitude towards SMS advertising. This finding
supports H4.
Table 3: Coefficients of the Regression Analysis
Model
Standardized
Coefficients t Sig.
Beta
Informativeness .112 1.459 .002
Entertainment .125 1.750 .047
irritation -.120 1.177 .025
SMS ad credibility .250 3.710 .000
Message Clarity .264 4.312 .000
Consumer Control -.168 -3.128 .002
Message incentives .109 .063 .001
Ad_ Relevancy .117 1.971 .045
Brand familiarity -.273 -4.894 .000
SMS ad
personalisation .197 .1.457 .035
Social influence .131 2.455 .015
As shown in Table 3, message clarity of the SMS advertisements has a significant positive effect on consumer
attitude towards SMS advertising (Sig. = 0.000, β = 0.264) suggesting that consumer attitude towards SMS advertising is
highly and positively influenced by the clarity of the message, thereby, supporting H5. Providing incentives for receiving
SMS advertisements has a significant positive influence on consumer attitude towards SMS advertising (Sig. = 0.001, β =
0.109) suggesting that SMS recipients react very positively towards SMS advertisement that have incentives, providing
support for H6. Further, familiarity of brand included in the SMS advertisements has a significant negative effect on
consumer attitude towards SMS advertising (Sig. = 0.000, β = -0.273) suggesting that consumer attitude towards SMS
advertising is basically negative particularly for SMS advertisements that include familiar brands, thereby, rejecting H7.
As shown by the multiple regression analysis results, SMS message advertising relevancy has a significant
positive effect on attitude towards SMS advertising (Sig. = 0.045, β = 0.117) indicating that the higher the relevancy of
SMS advertisements‟ messages, the most positive the attitude towards SMS advertising. This finding supports H8. As
A Comprehensive Model of Factors Influencing Consumer Attitude towards 13 and Acceptance of SMS Advertising: An Empirical Investigation in Jordan
proposed in H9, personalized SMS advertising message has a significant positive influence on consumer attitude towards
SMS advertising (Sig. = 0.035, β = 0.197) providing support for H9. Consistent with H10, subjective norms have a
significant positive influence on consumer attitude towards SMS advertising (Sig. = 0.015, β = 0.131) implying that others‟
opinions are significantly and positively related to consumer attitude towards SMS advertising, thereby supporting H10.
The result for H11 indicate that consumer control in regards to SMS advertising has a significant negative
influence on consumer attitude towards SMS advertising (Sig. = 0.002, β = -0.168), thus, consumer attitude towards SMS
advertising is negatively influenced by the perceived control that consumers have over the advertising messages they
receive, thereby rejecting H11.
The model summary of the second regression as shown in Table 4 indicates that the R square value is .232 which
means that the attitude towards SMS advertising explains 23.2% of the variance in the acceptance of SMS advertising in
Jordan.
Table 4: Model Summary of the Regression
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .482a .232 .228 2.357
a. Predictors: (Constant), Attitude towards SMS ad
The multiple regression analysis results as shown in Table 5, indicate consumer attitude towards SMS advertising
has a significant positive influence on consumer acceptance of SMS advertising (Sig. = 0.000, β = 0.482), indicating that
the more positive the attitude towardsSMS advertising, the greater the acceptance the consumer has of SMS advertising
supporting H12.
Table 5: Coefficients of the Second Regression
Model
Unstandardized
Coefficients
Standardized
Coefficients t Sig.
B Std. Error Beta
1 (Constant) 9.493 .498
19.059 .000
Attitude towards SMS ad .347 .043 .482 8.112 .000
a. Dependent Variable: Consumer Acceptance of SMS ad
DISCUSSIONS AND CONCLUSIONS
The current study seeks to identify the most important factors influencing consumers‟ attitudes and acceptance of
SMS advertising in Jordan. For this purpose, a study model was developed which consisted of several factors including
informativeness, entertainment, irritation, SMS advertising credibility, message clarity, incentives, brand familiarity, SMS
advertising relevancy, personalisation, subjective norms, consumer control, consumer attitude towards SMS advertising,
and consumer acceptance of SMS advertising. This model has comprehensively integrated aspects from the parent
disciplines of SMS advertising and consumer attitude, together with exploratory, empirical, conceptual and anecdotal
literature conducted in the immediate discipline of SSA advertising. Thus, the proposed model was theoretically based.
The set of hypotheses, derived from the current study‟s mode, were developed based on the relevant literature and were
tested quantitatively using online survey as a mean for data collection.
A comparison of the results with the extant literature is framed within the context of the hypotheses developed to
address the major research objective which wasto determine the factors influencing consumer attitude towards and
14 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
acceptance of SMS advertising in Jordan.Moreover, this comparison provides brief discussion regarding the
confirmation/disconfirmation of each hypothesis in the existing literature, and determines whether it has been speculated
upon, or implied, or mentioned without empirical investigation, or has been/ has not been examined in prior research
studies. Furthermore, the discussion is presented regarding the contribution of this current study as being consistent or
inconsistent with previous research and whether it has advanced the existing theory through providing contributions to the
literature. Importantly, the current research made a number of academic and managerial contributions to the existing
relevant SMS advertising literature.
The data analysis of the first hypothesis of the study showed that informativeness of the SMS advertisement has a
positive influence on consumer attitude towards SMS advertising. Although SMS advertisements are limited by the 160
characters – 70 characters in case of Arabic – without any visualization, the sample of the current study indicated that the
nature of the information provided through SMS advertisements is considered as a valuable motivation that lead them to
react favourably and positively towards such advertisements. This finding is consistent with previous studies within the
SMS advertising context (Bauer etal., 2005; Ducoffe, 1996; Haghirian et al., 2005; Luong, 2007; Merisavo&Kajalo, 2007;
Oh & Xu, 2003; Siau & Shen, 2003; Sultan et al., 2010; Tsang et al., 2004; Xu et al., 2008). For example, Tsang et al.
(2004) found that perceived informativeness of mobile advertising has a direct positive effect on attitude toward mobile
advertising. This finding has previously been confirmed in the traditional media whereby it was found that informativeness
influences attitude toward the advertising (Ducoffe, 1995). Based on the research findings, SMS advertising should be
informative about new products and must demonstrate qualitative features like accuracy, timeliness, and usefulness for
consumers.
The data analysis of the second hypothesis indicated that the entertainment aspect of the SMS advertisements is
positively related to consumer attitude towards SMS advertising in Jordan. Many previous studies supported this finding
stating that the positive influence of entertainment on the consumers‟ attitude toward mobile advertising. For instance,
Tsang et al. (2004) found that entertainment is the major factor to influence the overall attitude towards mobile advertising.
Bauer et al. (2005) confirmed that there is a positive influence of entertainment on the overall attitude toward mobile
advertising. Further confirmation to this finding was presented by Haghirian and Madlberger (2005) who stated that the
entertainment is positively correlated to the advertising value and attitude toward mobile advertising. Taking this finding
into consideration, it may proposed that marketers should look at creating humorous SMS advertisements as these can help
to gain the attention of readers as suggested by Barwise and Strong (2002) and Van der Waldt et al. (2009). Furthermore,
marketers need to look at ways of increasing the entertainment as well as the level of enjoyment consumers‟ associate with
the receiving of SMS advertisements.
Irritation of SMS advertising was hypothesised to have a negative influence on consumer attitude towards SMS
advertising. The findings of the data analysis provided support for this hypothesis. In addition, this finding was found to be
supported in the literature in various contexts and situations. For example, in the offline media context, an early study by
Bauer and Greyser (1968) found that the main reason people criticize advertising was related to annoyance or irritation
caused by the advertising. This finding is also consistent with previous results within the mobile advertising context. for
instance, previous SMS advertising research found that irritation caused by unwanted mobile advertising messages affect
negatively the attitude toward mobile advertising (Haghirian & Madlberger, 2005; Tsang et al., 2004; Waldt et al., 2004;
Xu, 2006). For this reason, it is concluded that if SMS advertising is applied in a way that disturb and annoy the consumer,
it will reduce the acceptance of receiving advertising messages. That‟s why it is required to apply strategiesthat reduce the
irritation caused by SMS advertising messages.
A Comprehensive Model of Factors Influencing Consumer Attitude towards 15 and Acceptance of SMS Advertising: An Empirical Investigation in Jordan
The data analysis of the fourth hypothesis determined that credibility of SMS advertising has a positive influence
on consumer attitude towards SMS advertising. This result is consistent with prior research findings within the offline and
SMS advertising context (Brackett & Carr, 2001; Dahlén & Nordfält, 2004; MacKenzie & Lutz, 1989; Friman, 2010;
Haghirian & Madlberger, 2004; Tsang et al., 2004; Waldt, Rebello, & Brown, 2009). The credibility involves the truthful
and believable of the advisers and the medium. This implies that the message content must be carefully designed to support
high level of credibility to increase the consumer attitude toward mobile advertising.
The current study also found that Message clarity has a positive effect on consumer attitude towards SMS
advertising, and this result is consistent with previous research conducted within the context of billboard advertising
(Taylor et al., 2006). Taking into consideration that there is a scant research attention regarding the influence of message
clarity on consumer attitude in the SMS advertising context, the findings in the current research extend SMS advertising
research by demonstrating that SMS message clarity will influence positively consumer attitude towards SMS advertising.
The findings of the current study also found that incentives included in the SMS advertisements have a positive
influence on consumer attitude towards SMS advertising and this is consistent with Saadeghvaziri and Tsang et al. (2004)
studies. This is in line with similar research in Internet advertising, where most web surfers look for incentives to read an
advertisement before they click on it (Lohtia, Donthu, & Hershberger, 2003). Taking this point further, Tsang et al. (2004)
demonstrated that consumers were more willing to accept incentive-based SMS advertising. Importantly, a more recent
study by Saadeghvaziri and Seyedjavadain (2011) found that monetary benefit of mobile advertising has a direct influence
on consumer attitude toward mobile advertising. So mobile advertising must create value. In other words, consumers who
agree to receive ads into their mobile phones should be provided by financial rewards. The current research supports that
users expect a reward for receiving SMS advertisements.
Regarding the finding of the seventh hypothesis, the current research rejected this hypothesis indicated that SMS
advertising for familiar brand has a negative influence on consumer attitude towards SMS advertising which is inconsistent
with Okazaki (2005) and Barwise and Strong (2002) contention. This situation is surprising given that brand familiarity
increases the consumer‟s level of confidence within the offline advertising context as contended by Park and Stoel (2005).
We believe that the current research is the first empirical study linking brand familiarity and consumer attitude in the SMS
advertising context. As such, the findings here provide a richer perspective on brand familiarity as negatively influencing
consumer attitude and acceptance of SMS advertising.
The study‟s finding also illustrates that relevancy and the personalisation of SMS advertisements have a positive
influence on consumer attitude towards SMS advertising in Jordan. That is, relevancy and personalization are important
factors that affect the attitude enables marketer to arrange their mobile advertising messages to meet the time, location and
the preference of the consumers. This is consistent with Bauer et al. (2005), Scharl et al. (2005), Xu (2006), Carroll et al.
(2007), Pagnani (2004) and Nasco and Bruner (2008). For example, it was found that found that consumers were more
likely to accept the messages when the content was relevant to them (Nasco & Bruner, 2008). Further, Xu (2006)
empirically found that personalization is significant factor that influences consumer attitude towards SMS advertising.
The findings of the current study also found that subjective norms have a positive influence on consumer attitude
towards SMS advertising in the Jordanian market context which is consistent with previous research conducted by Bauer et
al. (2005), Mansour (2012) and Soroa-Koury and Yang (2010). As for the consumer control factor, the result of the current
study found that respondents have considered such factor to have no positive influence on their attitude and acceptance of
SMS advertising which is inconsistent with the vast majority of the studies within the extant relevant literature (for
16 MohammadHamdi Al Khasawneh & Ahmed Shuhaiber
example, Scharl et al., 2005; Tsang et al., 2004). However, the result of the current study is consistent with Merisavo et
al.‟s (2007) study in which Finland control of SMS advertising was not found to affect the consumers‟ acceptance of
mobile advertising. This result may be explained by the notion that consumers may take it for granted that advertisers do
not send consumers unsolicited messages. This is supported by the strict anti-spam law in Jordan, which state that
advertisers are not allowed to send SMS without prior permission.
Moreover, consumer attitude towards SMS advertising was found to have a positive influence on consumer
acceptance of SMS advertising in Jordan. This conclusion has been confirmed by many previous studies stating that there
is a direct relationship between consumer attitudes and consumer behaviour within the SMS advertising context (Haghirian
& Madlberger, 2005; Tsang et al., 2004; Xu et al., 2008). This view was further supported by Lee and Jun‟s (2007)
findings that consumer attitudes are directly linked to behavioural intentions for mobile advertising, such as getting free
coupons, calling back, sending text messages, visiting specific shops, and allowing messages.
In conclusion, this study is considered valuable to the Jordanian telecommunication sector as it provides a unique
and significant managerial and practical contribution as it has not only focused on the advertising value factors as the only
important factors influencing consumer attitude and acceptance of SMS advertising, but it has also incorporated different
message content factors in which some of these factors have not been previously examined such as brand familiarity and
message clarity. Advertisers in Jordan should attempt to create messages that have high information content, entertainment
value, not irritating in any aspect, relevant and personalised to the targeted consumer as well as incentive based, clear and
personalised. In addition, messages should be time and location relevant.Messages that take into account the time of day,
such as dinner vouchers, or location, such assending messages as consumers pass by a specific store, are likely to add value
for the consumerand result in higher levels of acceptance. Advertisers should also be mindful that they will gainthe greatest
acceptance of an advertising campaign from those consumers who respond favourably to advertising in general.
FUTURE RESEARCH
As the data collection has focused on Jordanian consumers, it could be suggested that the results may lead to
different findings in other countries. As such, the model of the current study could be tested in other developed and
developing countries. This replication would allow examine whether the findings hold true in other regions, and thus
provide greater support for the generalizability of the findings of the study. Another opportunity for future research is to
extend the model to include other variables such as the demographic variables.
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