Evaluating the Influence of SMS Advertising on Consumer Purchase Intention: A PLS-SEM Approach
Short Message Service (SMS) advertisements through cellular phones play a dominant role in the promotion of any product or service. The current study intends to inspect the effect of SMS advertising on consumer purchase intention using the Stimulus-Organism-Response (SOR) model. The data is gathered from 304 people to examine the consumers’ intentions towards SMS advertisements. For this purpose, a close-ended questionnaire survey form is used. Then, Structural Equation Modeling (SEM) is applied for data analysis. The results depict positive and significant associations among the variables. For instance, SMS advertising perceptions have a significant direct impact on SMS advertising value, attitude towards SMS advertising, and purchase intention. Likewise, SMS advertising value and attitude towards SMS advertising foster consumers’ intention to purchase products. This implies that SMS advertising has crucial functions even in present times because consumers are influenced to purchase particular products or services due to SMS advertisement. This study is beneficial for marketers as it assists in better decision-making for productive advertising campaigns using mobile phone-based SMS advertising.