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Investigating Factors Influencing Consumer Attitude toward SMS Advertising: An Empirical Study in Bangladesh

机译：影响消费者对短信广告态度的调查因素：孟加拉国的一项实证研究

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This study aims to empirically investigate the significant factors that influence consumer attitude toward SMS advertising in Bangladesh. At present, SMS advertising is being considered as a trendy mobile marketing channel to reach the consumer in an efficient manner. Though, many studies have been conducted to identify factors that impact the consumer perception regarding SMS advertisements, very few of them have considered Bangladeshi consumer. This study has developed and tested a conceptual model with a sample of 375 Bangladeshi students using Structural Equation Modelling. In addition, T-test is used to observe the differences in attitude based on gender. The results indicate that SMS credibility, advertiser credibility and incentive have positive significant influence, whereas irritation and consumer inertia have negative significant influences. Moreover, attitude toward SMS advertising is found similar among male and female consumer. This paper ends with a comparative discussion of relevant studies in SMS advertising context and provides recommendations for advertisers and future SMS advertising research.
机译：这项研究旨在实证研究影响孟加拉国消费者对SMS广告态度的重要因素。当前，SMS广告被认为是一种以有效方式到达消费者的流行的移动营销渠道。尽管已经进行了许多研究来确定影响消费者对SMS广告认知的因素，但很少有人考虑过孟加拉国消费者。这项研究使用结构方程模型开发了一个概念模型，并测试了375名孟加拉国学生的样本。此外，T检验用于观察基于性别的态度差异。结果表明，短信信誉，广告商信誉和激励因素具有正向显着影响，而激怒和消费者惰性则具有负向显着影响。此外，在男性和女性消费者中发现对短信广告的态度相似。本文以SMS广告环境下相关研究的比较讨论结尾，并为广告商和未来的SMS广告研究提供建议。

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