Title: Age matters: Short Message Service advertising reading behaviours

Authors: Yuhmiin Chang

Addresses: Department of Advertising, National Chengchi University, 64, Sec. 2, Zhinan Rd., Taipei 116, Taiwan

Abstract: The current study is an initial investigation of two reading behaviours related to Short Message Service (SMS) advertising (i.e., when an advertisement is read and how much of an advertisement is read) across different age groups. The results showed that for most age groups, expectation is the most influential predictor of when a message is read, whereas perceived relevance is the most influential predictor of how much of a message is read. Different age groups display similar reading behaviours, but the mechanisms underlying the reading behaviours differ across age groups. These findings suggest that customised marketing strategies for different age segments are necessary for successful SMS advertising campaigns.

Keywords: age groups; SMS advertising; short message service; reading behaviour; expectation; perceived relevance; mobile communications; mobile advertising; mobile phones; cell phones.

DOI: 10.1504/IJMC.2013.052639

International Journal of Mobile Communications, 2013 Vol.11 No.2, pp.159 - 175

Published online: 19 May 2013 *

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