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Young consumers' motives for using SMS and perceptions towards SMS advertising

Ian Phau (The School of Marketing, Curtin University of Technology, Perth, Australia)
Min Teah (The School of Marketing, Curtin University of Technology, Perth, Australia)

Direct Marketing: An International Journal

ISSN: 1750-5933

Article publication date: 5 June 2009

Abstract

Purpose

The purpose of this paper is to examine young consumers' motives for using short message service (SMS), their SMS usage frequency, and their attitudes towards SMS advertising.

Design/methodology/approach

Data were collected using convenience sampling via a self administered questionnaire in a large Western Australia university. A total of 211 useable responses were collected and retained for analysis.

Findings

Factor analysis on the motives for using SMS revealed seven factors. The results showed that convenience and economical reasons influence SMS usage frequency. Social involvement is also found to influence attitudes towards SMS advertising.

Research limitations/implications

The sample is only limited to young consumers in an Australian context. As such, limited generalization can be derived. Future research can look into cross cultural studies or other consumer segments.

Practical implications

Marketers and advertisers can look into crafting relevant and targeted messages to reach young consumers. Furthermore, referrals can be another option to reach the young consumer market. Pricing strategies and integrating SMS advertising with other forms of media can be further explored.

Originality/value

Many prior studies have focused on an Asian or European context. Limited research has been done to investigate the relationship between motives for using SMS and attitudes towards SMS as an advertising tool.

Keywords

Citation

Phau, I. and Teah, M. (2009), "Young consumers' motives for using SMS and perceptions towards SMS advertising", Direct Marketing: An International Journal, Vol. 3 No. 2, pp. 97-108. https://doi.org/10.1108/17505930910964768

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited