The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements
The exponential growth in the use of mobile phones has seen companies investing heavily in mobile marketing to exploit the advertising opportunities presented by this medium. This study investigated the role that gender, household income and age play with regard to factors contributing to the attit...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1619 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832593756433416192 |
|---|---|
| author | Michael Humbani Yolanda Jordaan |
| author_facet | Michael Humbani Yolanda Jordaan |
| author_sort | Michael Humbani |
| collection | DOAJ |
| description |
The exponential growth in the use of mobile phones has seen companies investing heavily
in mobile marketing to exploit the advertising opportunities presented by this medium. This
study investigated the role that gender, household income and age play with regard to factors
contributing to the attitudes of consumers towards SMS advertisements. The contributing
factors reviewed in this study are content appeal, perceived personalisation, interactivity of SMS
advertisements, attitudes towards advertising in general, consumers’ innovativeness, perceived
consumer knowledge, perceived control, fear of spamming, perceived incentives and locationbased
advertising. A convenience sample was drawn from staff and students of three private
institutions of higher learning. The findings indicate that gender, household income and age
tend to affect consumers’ attitudes towards SMS advertisements. More specifically, of all the
contributing factors, household income emerged as the most significant differentiator.
|
| format | Article |
| id | doaj-art-1fbff6e776b44eb69145884a7ea76829 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-1fbff6e776b44eb69145884a7ea768292025-01-20T08:55:04ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0134110.36615/jcsa.v34i1.1619The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisementsMichael Humbani0https://orcid.org/0000-0002-2416-5016Yolanda Jordaan1https://orcid.org/0000-0001-7540-6070University of PretoriaUniversity of Pretoria The exponential growth in the use of mobile phones has seen companies investing heavily in mobile marketing to exploit the advertising opportunities presented by this medium. This study investigated the role that gender, household income and age play with regard to factors contributing to the attitudes of consumers towards SMS advertisements. The contributing factors reviewed in this study are content appeal, perceived personalisation, interactivity of SMS advertisements, attitudes towards advertising in general, consumers’ innovativeness, perceived consumer knowledge, perceived control, fear of spamming, perceived incentives and locationbased advertising. A convenience sample was drawn from staff and students of three private institutions of higher learning. The findings indicate that gender, household income and age tend to affect consumers’ attitudes towards SMS advertisements. More specifically, of all the contributing factors, household income emerged as the most significant differentiator. https://journals.uj.ac.za/index.php/jcsa/article/view/1619short message service advertisementsconsumers’ attitudesmobile marketinggender, household income and age |
| spellingShingle | Michael Humbani Yolanda Jordaan The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements Communicare short message service advertisements consumers’ attitudes mobile marketing gender, household income and age |
| title | The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements |
| title_full | The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements |
| title_fullStr | The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements |
| title_full_unstemmed | The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements |
| title_short | The role played by gender, household income and age in factors contributing to consumers’ attitudes towards short message service advertisements |
| title_sort | role played by gender household income and age in factors contributing to consumers attitudes towards short message service advertisements |
| topic | short message service advertisements consumers’ attitudes mobile marketing gender, household income and age |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1619 |
| work_keys_str_mv | AT michaelhumbani theroleplayedbygenderhouseholdincomeandageinfactorscontributingtoconsumersattitudestowardsshortmessageserviceadvertisements AT yolandajordaan theroleplayedbygenderhouseholdincomeandageinfactorscontributingtoconsumersattitudestowardsshortmessageserviceadvertisements AT michaelhumbani roleplayedbygenderhouseholdincomeandageinfactorscontributingtoconsumersattitudestowardsshortmessageserviceadvertisements AT yolandajordaan roleplayedbygenderhouseholdincomeandageinfactorscontributingtoconsumersattitudestowardsshortmessageserviceadvertisements |