Effect of SMS Advertising on Attitudes of Nigeria GSM Phone Users
##article.subject##:
Consumer Attitudes, Advertising, Short Message Service (SMS), Global System for Mobile Communications (GSM), mobile phone users.
##article.abstract##
The study examined the effect SMS advertising has on the cognitive, affective and conative attitude components of Nigeria GSM phone users. AIDA and Model Stage and Model Order models anchored on theory of hierarchy of effects of persuasive advertising were applied in the study. Thirty undergraduates were tested in an experiment situation and their responses analysed on mean, standard deviation and ANCOVA. SMS was found to have effect on the cognitive attitude of the consumer (mean = 6.123), affective attitude of the consumer (mean = 5.631) and, Conative attitude (mean = 5.550), but was not significant. The study concluded that though spontaneous exposure of consumer to SMS advertising touches his/her cognition and belief system with supply of information on the advertised product, so also his/her affect and conation, the overall effect of SMS advertising in the three attitude components is not significant enough. Comparably, the effect of SMS ad is higher on the cognitive component of the consumer than on the affect and behavioural components. The SMS advertising is therefore not significant viable persuasive advertising medium. It was recommended that aadvertisers be cautious about the information content of their ad messages so as to produce ads that contains sufficient, pleasant and valuable information needed to positively engage the cognition of the consumer; advertisers should re-examine the usefulness of SMS advertising as a standalone mode because of the observed inherent limitations with regards to shortage in emotional appeal and information capacity, and possibly switch to a more effective mobile application. Recommended also was further studies on SMS advertising in Nigeria to determine the acceptability of the medium by consumers and so improve the quality of the strategy and not cause irritation.
References
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Al-alak, B. A. M. & Alnawas, I. A. M. (2010). Mobile Marketing: Examining the Impact of Trust, Privacy Concern and Consumers' Attitudes on Intention to Purchase. International Journal of Business and Management, 5(3), 28 – 41.
ALhrezat, R. S. (2013). Factors Affecting Consumer's Attitudes Toward Mobile Marketing. European Journal of Business and Management, ISSN 2222-2839, 5(8), 125-135.
Aregbesola, A. & Olatokun, W. (2014). Predictors of Short Message Service use by Nigerian Students. International Journal of Computer and Information Technology (ISSN: 2297-0764), 3(2).
Arnould, E. J., Price, L. & Zinkhan, G. (2002). Consumers. New York: McGraw Hill Higher Education.
Ayodokun, O. J. (2012). The Use of Mobile Phone to Check for the Authenticity of Pharmaceutical Products in Nigeria a case study of Mobile Authentication Service.
Ayoola, K. A. (2014). Manipulative Use of Short Messaging Service (SMS) Text Messages by Nigerian Telecommunications Companies. Linguistic online, Vol. 63(1).
Barry,T.E. & Howard, D.J. (1990). A Review and Critique of the Hierarchy of Effects in Advertising. International Journal of Advertising, 9(2), 98-111.
Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving Consumer Acceptance of Mobile Marketing: a Theoretical Framework and Empirical Study. Journal of Electronic
Commerce Research, 6(3), 181-192.
Baumgartner, H. (2002). Toward a Personology of the Consumer. Journal of Consumer Research, Inc., Vol. 29, September, 286–292.
Bose, T. K., Al Nahid, A., Islam, M. T. & Saha, R. K. (2010). SMS Advertising and its Prospects in Bangladesh. Journal of Theoretical and Applied Information Technology (JTAIT), 97-107.
Bouhlel, O., Mzuoghi, N., Hadiji, D. & Slimane, I. B. (2009). Brand Personality and Mobile Marketing: an Empirical Investigation. World Academy of Science and Technology, Vol.3, 627-644.
Chowdhury, H., K., Parvin, N., Weitenberner, C., & Becker, M., (2006). Consumer Attitude toward Mobile Advertising in an Emerging Market: An Empirical Study. International Journal of Mobile Marketing, 1(2), 33 - 42.
Colley, R. H. (1961). Defining Advertising Goals for Measured Advertising Results. New York: Association of National Advertisers.
Dahlen, M. (2001). Banner Advertisements through a New Lens. Journal of Advertising Research, 41 (4), 23-30.
Danaher, P. J. & Mullarkey, G. W. (2003). Factors Affecting Online Advertising Recall: a Study of Students. Journal of Advertising Research, 43(3), 252-267.
Dickinger, A., Haghirian, P. Murphy, J. & Scarl, A. (2004). An Investigation and Conceptual Model of SMS Marketing. Proceedings of the 37th Hawaii International Conference on System Sciences, 1-10.
Drossos, D. Giaglis, G. & Vlachos, P. (2009). A Model for Predicting Consumer Responses to SMS Advertising. DOI:10.2139/ssrn.1522148.
Drossos, D. Giaglis, G. M., Lekakos, G., Kokkinaki, F. & Stavraki, M. G. (2007). Determinants of Effective SMS Advertising: an Experimental Study. Journal of Interactive Advertising, Vol. 7(2,).
Ducoffe, R.H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, Vol. 36, 21–35.
Durgesh, P. (2011). Attitude towards Mobile Advertising: A Study of Indian Consumers. International Conference on Management, Economics and Social Sciences, (ICMESS'2011) Bangkok Dec., 614 – 617.
Egan, J. (2007). Marketing Communications. London: Thomson Learning.
Elegbeleye, O.S. (2005). Prevalent Use of Global System of Mobile Phone (GSM) for Communication in Nigeria: A Breakthrough in Interactional Enhancement or a Drawback? Nordic Journal of African Studies. 14(2), 193–207.
Ericsson (2012). Twenty years of Short Message Service (SMS): how text messaging helped to change the world. Assessed on 14 May 2014 from http://www.ericsson.com/news/121130-twenty-years-of-short-message-service_244159017c.
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Gupta, S. (2013). For Mobile Devices, Think Apps, Not Ads. Harvard Business Review, Vol. 91(3), March, 71-75.
Hawkins, D. I., Best, R. J., Coney, K. A. & Mookerjee, A. (2004). Consumer Behaviour: Building Marketing Strategy, 9/e. New York: The McGraw-Hills Companies.
Heinonen, K. and Strandvik, T. (2002). Consumer Responsiveness to Marketing Communication in Digital Channels. [Online] Retrieved on 20th August 2013, from http://www.hkkk.fi/netcomm/ImgLib/2/66/ HeinonenandStrandvikFeBR.
Javid, M. H., Namin, A. T. & Noorai, M. (2012). Prioritization of Factors Affecting Consumers’ Attitudes toward Mobile Advertising, Journal of Basic and Applied Scientific Research, 2(9) 9293-9300.
Jung, J-H., Sung, Y. & Lee, W-N. (2013). Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising. Online Journal of Communication and Media Technologies, Vol. 3(2), April, 187-201.
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.
Kotler, P. (2004). Marketing Management, 11ed. Singapore: Pearson Education, Inc.
Lavidge, R. J. & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, Vol. 25(6), 59-62.
Mobile Marketing Association (2014). Marketer’s Guide to Messaging: Trends and Best Practices. MMA Mobile Marketing Update, MMA Marketing Best Practices for Messaging Task Force, 1-16.
Nigerian Communication Commission (2013). Monthly Subscriber Data (July 2012 - June 2013). Retrieved on 24th September, 2013 from http://www.ncc.gov.ng/index.php?option=com_content&view=article&id=125:art-statistics-subscriber-data&catid=65:cat-web-statistics&Itemid=73
Nigerian Communication Commission (2015). Subscriber Statistics: Monthly Subscriber Data. Retrieved 20 March 2014 from http://www.ncc.gov.ng/index.php?option=com content&view=article&id=125&Itemid=67.
Nweze, I. M. (2013). SMS Texting among GSM Users in Nigeria: a morpho-Syntactic Analysis. Research on Humanities and Social Sciences, ISSN 2222-2863(Online), Vol.3(15).
Onwuemele, A. (2011). Impact of Mobile Phones on Rural Livelihoods Assets in Rural Nigeria: A Case Study of Ovia North East Local Government Area. Journal of Research in National Development, Vol. 9(2), 223 – 236.
Ossai-Ugbah, N. B. (2012). Ownership of Mobile Phones by Computer Engineering Undergraduates in a Private University in Nigeria. Journal of Educational and Social Research Vol. 2 (3), 235 – 238. Doi:10.5901/jesr.2012.v2n3p235.
PUNCH (2013). Nigerians bored with unsolicited text messages. i-punch. Assessed on 16 May from http://www.punchng.com/i-punch/nigerians-bored-with-unsolicited-text-messages/ html.Punyatoya, P. &
Pyramid Research (2010). The Impact of Mobile Services in Nigeria: How Mobile Technologies are Transforming Economic and Social Activities. Accessed on 14 May 2014 from http://www.pyramidresearch.com/documents/IMPACTofMobileServicesInNIGERIA.pdf
Scharl, A., Dickinger, A. & Murphy, J. (2005). Diffusion and Success Factors of Mobile Marketing. Electronic Commerce Research and Applications 4, 159–173.
Shiu, E., Hair, J., Bush, R., & Ortinau, D. (2009). Marketing Research. Berkshire: McGraw Hill Higher Education.
Solomon, M. R. (2004). Consumer Behaviour: Buying, Having and Being, Intl ed. New Jersey: Pearson Education, Inc.
Suher, H. K. & Ispir, N. B. (2009). SMS Advertising in Turkey: Factors Affecting Consumer Attitudes. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21. Retrieved on 17 Sept. 2014 from http://www.sosyalbil.selcuk.edu.tr/dergi/sayi21/SUHER,%20 HASAN%20KEMAL%20VD.pdf.
Sung, J. & Cho, K. (2012). The Influence of Media Type on Attitude Toward Mobile Advertisements Over Time. CyberpsycholBehavSocNetw. Jan 2012; 15(1): 31–36. doi: 10.1089/cyber.2011.0061. PMCID: PMC3260963.
Taiwo, R. (2010). The Thumb Tribe: Creativity and Social Change through SMS in Nigeria. California Linguistic Notes. Winter. 35(1): 1 – 18.
Triandis, H. C. (1971). Attitude and Attitude Change. New York: John Wiley &Sons.
Tsang, M. M., Ho, S-C. & Liang, T-P. (2004). Consumer Attitudes toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8 (3), 65–78.
Utulu, S. C. & Alonge, A. (2012). Use of Mobile Phones for Project Based Learning by Undergraduate Students of Nigerian Private Universities. International Journal of Education and Development using Information and Communication Technology, 8 (1), 4-15.
Van der Waldt, D. L. R., Rebello, T. M. & Brown, W. J. (2009). Attitudes of Young Consumers Towards SMS Advertising. African Journal of Business Management, September, 3(9), 444-452, DOI: 10.5897/AJBM09.161.
Wijaya, B. S. (2012). The Development of Hierarchy of Effects Model in Advertising. International Research Journal of Business Studies, Vol. 5(1), 73-85.
Wouters, J. P. M. & Wetzels, M.G.M. (2006). Recall Effect of Short Message Service (SMS) as a Complementary Marketing Communications Instrument. Journal of Advertising Research, 46(2), 209-216.
Xu, H., Oh, L-B. & Teo, H-H. (2009). Perceived Effectiveness of Text vs. Multimedia Location-Based Advertising Messaging. International Journal of Mobile Communications, 7(2), 154 – 177.
Adediran, Y. A. (2003). Two Years of GSM Services in Nigeria: Issues and Challenges. A Paper presented at the Quarterly Lecture Series of the Nigerian Society of Engineers, Minna Branch (September).
Al-alak, B. A. M. & Alnawas, I. A. M. (2010). Mobile Marketing: Examining the Impact of Trust, Privacy Concern and Consumers' Attitudes on Intention to Purchase. International Journal of Business and Management, 5(3), 28 – 41.
ALhrezat, R. S. (2013). Factors Affecting Consumer's Attitudes Toward Mobile Marketing. European Journal of Business and Management, ISSN 2222-2839, 5(8), 125-135.
Aregbesola, A. & Olatokun, W. (2014). Predictors of Short Message Service use by Nigerian Students. International Journal of Computer and Information Technology (ISSN: 2297-0764), 3(2).
Arnould, E. J., Price, L. & Zinkhan, G. (2002). Consumers. New York: McGraw Hill Higher Education.
Ayodokun, O. J. (2012). The Use of Mobile Phone to Check for the Authenticity of Pharmaceutical Products in Nigeria a case study of Mobile Authentication Service.
Ayoola, K. A. (2014). Manipulative Use of Short Messaging Service (SMS) Text Messages by Nigerian Telecommunications Companies. Linguistic online, Vol. 63(1).
Barry,T.E. & Howard, D.J. (1990). A Review and Critique of the Hierarchy of Effects in Advertising. International Journal of Advertising, 9(2), 98-111.
Bauer, H. H., Barnes, S. J., Reichardt, T., & Neumann, M. M. (2005). Driving Consumer Acceptance of Mobile Marketing: a Theoretical Framework and Empirical Study. Journal of Electronic
Commerce Research, 6(3), 181-192.
Baumgartner, H. (2002). Toward a Personology of the Consumer. Journal of Consumer Research, Inc., Vol. 29, September, 286–292.
Bose, T. K., Al Nahid, A., Islam, M. T. & Saha, R. K. (2010). SMS Advertising and its Prospects in Bangladesh. Journal of Theoretical and Applied Information Technology (JTAIT), 97-107.
Bouhlel, O., Mzuoghi, N., Hadiji, D. & Slimane, I. B. (2009). Brand Personality and Mobile Marketing: an Empirical Investigation. World Academy of Science and Technology, Vol.3, 627-644.
Chowdhury, H., K., Parvin, N., Weitenberner, C., & Becker, M., (2006). Consumer Attitude toward Mobile Advertising in an Emerging Market: An Empirical Study. International Journal of Mobile Marketing, 1(2), 33 - 42.
Colley, R. H. (1961). Defining Advertising Goals for Measured Advertising Results. New York: Association of National Advertisers.
Dahlen, M. (2001). Banner Advertisements through a New Lens. Journal of Advertising Research, 41 (4), 23-30.
Danaher, P. J. & Mullarkey, G. W. (2003). Factors Affecting Online Advertising Recall: a Study of Students. Journal of Advertising Research, 43(3), 252-267.
Dickinger, A., Haghirian, P. Murphy, J. & Scarl, A. (2004). An Investigation and Conceptual Model of SMS Marketing. Proceedings of the 37th Hawaii International Conference on System Sciences, 1-10.
Drossos, D. Giaglis, G. & Vlachos, P. (2009). A Model for Predicting Consumer Responses to SMS Advertising. DOI:10.2139/ssrn.1522148.
Drossos, D. Giaglis, G. M., Lekakos, G., Kokkinaki, F. & Stavraki, M. G. (2007). Determinants of Effective SMS Advertising: an Experimental Study. Journal of Interactive Advertising, Vol. 7(2,).
Ducoffe, R.H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, Vol. 36, 21–35.
Durgesh, P. (2011). Attitude towards Mobile Advertising: A Study of Indian Consumers. International Conference on Management, Economics and Social Sciences, (ICMESS'2011) Bangkok Dec., 614 – 617.
Egan, J. (2007). Marketing Communications. London: Thomson Learning.
Elegbeleye, O.S. (2005). Prevalent Use of Global System of Mobile Phone (GSM) for Communication in Nigeria: A Breakthrough in Interactional Enhancement or a Drawback? Nordic Journal of African Studies. 14(2), 193–207.
Ericsson (2012). Twenty years of Short Message Service (SMS): how text messaging helped to change the world. Assessed on 14 May 2014 from http://www.ericsson.com/news/121130-twenty-years-of-short-message-service_244159017c.
Friman, J. (2010). Consumer Attitudes toward Mobile Advertising. Marketing Master’s Thesis. Aalto University School of Economics. Accessed on 7 May 2014 from http://epub.lib.aalto.fi/ fi/ethesis/pdf/12337/hseethesis12337.pdf.
Gupta, S. (2013). For Mobile Devices, Think Apps, Not Ads. Harvard Business Review, Vol. 91(3), March, 71-75.
Hawkins, D. I., Best, R. J., Coney, K. A. & Mookerjee, A. (2004). Consumer Behaviour: Building Marketing Strategy, 9/e. New York: The McGraw-Hills Companies.
Heinonen, K. and Strandvik, T. (2002). Consumer Responsiveness to Marketing Communication in Digital Channels. [Online] Retrieved on 20th August 2013, from http://www.hkkk.fi/netcomm/ImgLib/2/66/ HeinonenandStrandvikFeBR.
Javid, M. H., Namin, A. T. & Noorai, M. (2012). Prioritization of Factors Affecting Consumers’ Attitudes toward Mobile Advertising, Journal of Basic and Applied Scientific Research, 2(9) 9293-9300.
Jung, J-H., Sung, Y. & Lee, W-N. (2013). Smart Choice: Smartphone Users’ Intentions to Accept Mobile Advertising. Online Journal of Communication and Media Technologies, Vol. 3(2), April, 187-201.
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.
Kotler, P. (2004). Marketing Management, 11ed. Singapore: Pearson Education, Inc.
Lavidge, R. J. & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, Vol. 25(6), 59-62.
Mobile Marketing Association (2014). Marketer’s Guide to Messaging: Trends and Best Practices. MMA Mobile Marketing Update, MMA Marketing Best Practices for Messaging Task Force, 1-16.
Nigerian Communication Commission (2013). Monthly Subscriber Data (July 2012 - June 2013). Retrieved on 24th September, 2013 from http://www.ncc.gov.ng/index.php?option=com_content&view=article&id=125:art-statistics-subscriber-data&catid=65:cat-web-statistics&Itemid=73
Nigerian Communication Commission (2015). Subscriber Statistics: Monthly Subscriber Data. Retrieved 20 March 2014 from http://www.ncc.gov.ng/index.php?option=com content&view=article&id=125&Itemid=67.
Nweze, I. M. (2013). SMS Texting among GSM Users in Nigeria: a morpho-Syntactic Analysis. Research on Humanities and Social Sciences, ISSN 2222-2863(Online), Vol.3(15).
Onwuemele, A. (2011). Impact of Mobile Phones on Rural Livelihoods Assets in Rural Nigeria: A Case Study of Ovia North East Local Government Area. Journal of Research in National Development, Vol. 9(2), 223 – 236.
Ossai-Ugbah, N. B. (2012). Ownership of Mobile Phones by Computer Engineering Undergraduates in a Private University in Nigeria. Journal of Educational and Social Research Vol. 2 (3), 235 – 238. Doi:10.5901/jesr.2012.v2n3p235.
PUNCH (2013). Nigerians bored with unsolicited text messages. i-punch. Assessed on 16 May from http://www.punchng.com/i-punch/nigerians-bored-with-unsolicited-text-messages/ html.Punyatoya, P. &
Pyramid Research (2010). The Impact of Mobile Services in Nigeria: How Mobile Technologies are Transforming Economic and Social Activities. Accessed on 14 May 2014 from http://www.pyramidresearch.com/documents/IMPACTofMobileServicesInNIGERIA.pdf
Scharl, A., Dickinger, A. & Murphy, J. (2005). Diffusion and Success Factors of Mobile Marketing. Electronic Commerce Research and Applications 4, 159–173.
Shiu, E., Hair, J., Bush, R., & Ortinau, D. (2009). Marketing Research. Berkshire: McGraw Hill Higher Education.
Solomon, M. R. (2004). Consumer Behaviour: Buying, Having and Being, Intl ed. New Jersey: Pearson Education, Inc.
Suher, H. K. & Ispir, N. B. (2009). SMS Advertising in Turkey: Factors Affecting Consumer Attitudes. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 21. Retrieved on 17 Sept. 2014 from http://www.sosyalbil.selcuk.edu.tr/dergi/sayi21/SUHER,%20 HASAN%20KEMAL%20VD.pdf.
Sung, J. & Cho, K. (2012). The Influence of Media Type on Attitude Toward Mobile Advertisements Over Time. CyberpsycholBehavSocNetw. Jan 2012; 15(1): 31–36. doi: 10.1089/cyber.2011.0061. PMCID: PMC3260963.
Taiwo, R. (2010). The Thumb Tribe: Creativity and Social Change through SMS in Nigeria. California Linguistic Notes. Winter. 35(1): 1 – 18.
Triandis, H. C. (1971). Attitude and Attitude Change. New York: John Wiley &Sons.
Tsang, M. M., Ho, S-C. & Liang, T-P. (2004). Consumer Attitudes toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8 (3), 65–78.
Utulu, S. C. & Alonge, A. (2012). Use of Mobile Phones for Project Based Learning by Undergraduate Students of Nigerian Private Universities. International Journal of Education and Development using Information and Communication Technology, 8 (1), 4-15.
Van der Waldt, D. L. R., Rebello, T. M. & Brown, W. J. (2009). Attitudes of Young Consumers Towards SMS Advertising. African Journal of Business Management, September, 3(9), 444-452, DOI: 10.5897/AJBM09.161.
Wijaya, B. S. (2012). The Development of Hierarchy of Effects Model in Advertising. International Research Journal of Business Studies, Vol. 5(1), 73-85.
Wouters, J. P. M. & Wetzels, M.G.M. (2006). Recall Effect of Short Message Service (SMS) as a Complementary Marketing Communications Instrument. Journal of Advertising Research, 46(2), 209-216.
Xu, H., Oh, L-B. & Teo, H-H. (2009). Perceived Effectiveness of Text vs. Multimedia Location-Based Advertising Messaging. International Journal of Mobile Communications, 7(2), 154 – 177.
##submissions.published##
2021-08-09
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Articles
