publication . Article . 2013

A model for short message service advertising avoidance determinants – an Iranian experience

Shahriar AZIZI;
Open Access
  • Published: 01 Jan 2013 Journal: Management & Marketing, volume 8, issue 4 Winter
Short Message Service (SMS) advertising is a growing phenomenon in the Iranian marketing industry. Many Iranian companies are intensively interested in SMS advertising for its low cost and comprehensive coverage. The vital challenge in using SMS as an advertising medium is mobile avoidance. In this research, a conceptual model containing six hypotheses was developed and tested. Using 211 self-reporting questionnaires and structural equation modeling (SEM), this study found that self-esteem and cynicism play a key role in SMS advertising skepticism (β = 0.29; p<0.05 and β = 0.33; p < 0.05, respectively). Positive subjective norms also impact SMS advertising skept...
free text keywords: short message service, avoidance, cynicism, skepticism, self-esteem, subjective norm, mobile marketing.
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