Content relevance and delivery time of SMS advertising
by Pei-Luen Patrick Rau, Ting Zhang, Xiaoli Shang, Jia Zhou
International Journal of Mobile Communications (IJMC), Vol. 9, No. 1, 2011

Abstract: This study investigated the influence of content relevance and delivery time on Short Message Service (SMS) advertising effect, which was measured in terms of attitude, purchase intention, and involvement. Participants received advertisement text messages at different times of a day and on different days of a week. Results indicated that higher content relevance is associated with higher attitude and more positive behaviour intention. Also, delivery time will significantly affect the effectiveness of SMS advertising. Best effects occur on Mondays and weekends. Additionally, the participants showed higher acceptance and purchase intention in afternoon and evening hours, rather than in morning hours.

Online publication date: Fri, 07-Jan-2011

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