Title: SMS advertisement and purchasing intentions: an emerging market perspective

Authors: George Kofi Amoako; Joshua Kofi Doe; Marian Tsegah; Albert Martins

Addresses: University of Professional Studies, P.O. Box LG 149, Accra, Ghana ' Central University, P.O. Box DS 2310, Dansoman, Accra, Ghana ' Central University, P.O. Box DS 2310, Dansoman, Accra, Ghana ' University of Professional Studies, P.O. Box LG 149, Accra, Ghana

Abstract: This study sought to investigate and understand customer behaviour that determines attitudes in relation to SMS advertising and purchase intentions in Ghana. The quantitative method was used with simple random sampling technique in selecting the respondents. Four hundred eighty-five questionnaires were issued out, 420 were returned and 400 used as the sample size. Structural equation modelling was employed to analyse the relationship amongst the variables. The study findings supported the hypothesis that informative SMS advertisement, entertaining SMS advertisement, credibility of SMS advertisement and irritability of SMS advertisement all has positive influence on purchasing intentions of customers.

Keywords: SMS advertisement; SMS advertising; purchase intentions.

DOI: 10.1504/IJIMA.2023.129663

International Journal of Internet Marketing and Advertising, 2023 Vol.18 No.2/3, pp.181 - 201

Received: 30 Nov 2020
Accepted: 04 Jul 2021
Published online: 20 Mar 2023 *

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