Title: The role and impact of context-driven personalisation technology on customer acceptance of advertising via short message service (SMS)

Authors: Narain Chutijirawong; Prasert Kanawattanachai

Addresses: Faculty of Commerce and Accountancy, Chulalongkorn University, Phayathai Road, Phatumwan, Bangkok 10330, Thailand ' Faculty of Commerce and Accountancy, Chulalongkorn University, Phayathai Road, Phatumwan, Bangkok 10330, Thailand

Abstract: There exists the common belief that the more personalised the message, the greater the relevance to the customer, enhancing the trust between customer and firm and thereby leading to a stronger customer relationship. Yet, little is known about the effectiveness and impact on customer acceptance, specifically in advertising, of short message service (SMS). Combining the elaboration likelihood model (ELM) and information-processing theory, this study investigated how context-driven personalisation technology works and its interaction with the need for cognition (NFC) on attitude towards advertising (ATA). A field experiment was conducted with a credit card service firm with verbalisation through the thought-listing technique. The results from 210 participants show that context-driven personalisation technology exhibits a strong influence on persuasion process, whereas there is no significant interaction of NFC. Practitioner will gain more insight into how the customer perceives personalised advertising, while, academically, it will lead to the further study of other personalisation technologies.

Keywords: personalisation technology; mobile marketing; m-marketing; CRM; customer relationship management; customer acceptance; short message service; SMS advertising; trust; customer perceptions; elaboration likelihood model; information processing; credit card services.

DOI: 10.1504/IJMC.2014.064914

International Journal of Mobile Communications, 2014 Vol.12 No.6, pp.578 - 602

Received: 02 Apr 2013
Accepted: 29 Jul 2013

Published online: 30 Apr 2015 *

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