IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v37y2017i4p257-268.html
   My bibliography  Save this article

Content design of advertisement for consumer exposure: Mobile marketing through short messaging service

Author

Listed:
  • Shareef, Mahmud Akhter
  • Dwivedi, Yogesh K.
  • Kumar, Vinod
  • Kumar, Uma

Abstract

The success of mobile phone-based short messaging service (SMS) commercials as a tool of promotional marketing depends upon the wording, statement, language, presentation − in other words, the overall content of the message. If consumers are not exposed to the mobile phone SMS containing promotional offers, marketers would less likely to achieve any benefits by sending SMS to prospective consumers. This study is aimed to identify and empirically examine the critical variables that can attract consumers to open and read the advertisement on the SMS. To address consumer exposure, the study was designed on the conceptual paradigms of the UTAUT2 with the inclusion of three external constructs: personalization, self-concept, and trust. Through a consumer survey, this study found significant variations from the UTAUT2 to provide new constructs to capture consumer intentions for exposure to the product. By doing so, this study has developed and tested an extended version of UTAUT2, which is named as UTAUT-CEMM (Unified Theory of Acceptance and Use of Technology of Consumer Exposure for Mobile Message). It revealed that consumer segmentation and target marketing is the most effective way to communicate with consumers through promotional marketing conducted by the mobile phone SMS. It also suggested that this promotional marketing is valuable only for highly reputable vendors/retailers.

Suggested Citation

  • Shareef, Mahmud Akhter & Dwivedi, Yogesh K. & Kumar, Vinod & Kumar, Uma, 2017. "Content design of advertisement for consumer exposure: Mobile marketing through short messaging service," International Journal of Information Management, Elsevier, vol. 37(4), pages 257-268.
    • Handle: RePEc:eee:ininma:v:37:y:2017:i:4:p:257-268
    DOI: 10.1016/j.ijinfomgt.2017.02.003
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401217301184
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijinfomgt.2017.02.003?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wu, Kewen & Zhao, Yuxiang & Zhu, Qinghua & Tan, Xiaojie & Zheng, Hua, 2011. "A meta-analysis of the impact of trust on technology acceptance model: Investigation of moderating influence of subject and context type," International Journal of Information Management, Elsevier, vol. 31(6), pages 572-581.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Martins, Carolina & Oliveira, Tiago & Popovič, Aleš, 2014. "Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application," International Journal of Information Management, Elsevier, vol. 34(1), pages 1-13.
    4. Alalwan, Ali Abdallah & Dwivedi, Yogesh K. & Rana, Nripendra P., 2017. "Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust," International Journal of Information Management, Elsevier, vol. 37(3), pages 99-110.
    5. Park, Namkee & Roman, Raul & Lee, Seungyoon & Chung, Jae Eun, 2009. "User acceptance of a digital library system in developing countries: An application of the Technology Acceptance Model," International Journal of Information Management, Elsevier, vol. 29(3), pages 196-209.
    6. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    7. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    8. Dwivedi, Yogesh K. & Kapoor, Kawaljeet Kaur & Williams, Michael D. & Williams, Janet, 2013. "RFID systems in libraries: An empirical examination of factors affecting system use and user satisfaction," International Journal of Information Management, Elsevier, vol. 33(2), pages 367-377.
    9. Joerg Koenigstorfer & Andrea Groeppel-Klein, 2012. "Consumer acceptance of the mobile Internet," Marketing Letters, Springer, vol. 23(4), pages 917-928, December.
    10. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    11. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    12. Kim, Changsu & Oh, Eunhae & Shin, Namchul & Chae, Myungsin, 2009. "An empirical investigation of factors affecting ubiquitous computing use and U-business value," International Journal of Information Management, Elsevier, vol. 29(6), pages 436-448.
    13. Weerakkody, Vishanth & El-Haddadeh, Ramzi & Al-Sobhi, Faris & Shareef, Mahmud Akhter & Dwivedi, Yogesh K., 2013. "Examining the influence of intermediaries in facilitating e-government adoption: An empirical investigation," International Journal of Information Management, Elsevier, vol. 33(5), pages 716-725.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shaw, Norman & Sergueeva, Ksenia, 2019. "The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value," International Journal of Information Management, Elsevier, vol. 45(C), pages 44-55.
    2. Sujeet K. Sharma & Marijn Janssen & Deborah Bunker & Carine Dominguez-Péry & Jang Bahadur Singh & Yogesh K. Dwivedi & Santosh K. Misra, 2023. "Unlocking the Potential of Smart Technologies: Addressing Adoption Challenges," Information Systems Frontiers, Springer, vol. 25(4), pages 1293-1298, August.
    3. Wujin Chu & Jaewoo Joo, 2024. "Targeting effectiveness of mobile coupons: from exposure to purchase," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 342-354, June.
    4. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    5. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    6. Malaquias, Rodrigo F. & Hwang, Yujong, 2019. "Mobile banking use: A comparative study with Brazilian and U.S. participants," International Journal of Information Management, Elsevier, vol. 44(C), pages 132-140.
    7. Chen, Qi & Feng, Yuqiang & Liu, Luning & Tian, Xianyun, 2019. "Understanding consumers’ reactance of online personalized advertising: A new scheme of rational choice from a perspective of negative effects," International Journal of Information Management, Elsevier, vol. 44(C), pages 53-64.
    8. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Rana, Nripendra P. & Kizgin, Hatice & Patil, Pushp, 2019. "Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model," International Journal of Information Management, Elsevier, vol. 44(C), pages 38-52.
    9. Tamilmani, Kuttimani & Rana, Nripendra P. & Prakasam, Naveena & Dwivedi, Yogesh K., 2019. "The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2," International Journal of Information Management, Elsevier, vol. 46(C), pages 222-235.
    10. Hui Shan Lom & Ai Chin Thoo & Weng Marc Lim & Kian Yeik Koay, 2024. "Advertising value and privacy concerns in mobile advertising: the case of SMS advertising in banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1135-1153, September.
    11. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    12. Erjavec, Jure & Manfreda, Anton, 2022. "Online shopping adoption during COVID-19 and social isolation: Extending the UTAUT model with herd behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Queiroz, Maciel M. & Fosso Wamba, Samuel, 2019. "Blockchain adoption challenges in supply chain: An empirical investigation of the main drivers in India and the USA," International Journal of Information Management, Elsevier, vol. 46(C), pages 70-82.
    2. Hossain, Akram & Quaresma, Rui & Rahman, Habibur, 2019. "Investigating factors influencing the physicians’ adoption of electronic health record (EHR) in healthcare system of Bangladesh: An empirical study," International Journal of Information Management, Elsevier, vol. 44(C), pages 76-87.
    3. Alalwan, Ali Abdallah & Dwivedi, Yogesh K. & Rana, Nripendra P., 2017. "Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust," International Journal of Information Management, Elsevier, vol. 37(3), pages 99-110.
    4. Mehra, Aashish & Rajput, Sneha & Paul, Justin, 2022. "Determinants of adoption of latest version smartphones: Theory and evidence," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    5. Simarpreet Kaur & Sangeeta Arora, 2023. "Understanding customers’ usage behavior towards online banking services: an integrated risk–benefit framework," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 74-98, March.
    6. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    7. Camilleri, Mark Anthony & Camilleri, Adriana Caterina, 2022. "Remote learning via video conferencing technologies: Implications for research and practice," Technology in Society, Elsevier, vol. 68(C).
    8. Shareef, Mahmud Akhter & Mukerji, Bhasker & Dwivedi, Yogesh K. & Rana, Nripendra P. & Islam, Rubina, 2019. "Social media marketing: Comparative effect of advertisement sources," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 58-69.
    9. Hassanudin Mohd Thas Thaker & Niviethan Rao Subramaniam & Abdul Qoyum & Hafezali Iqbal Hussain, 2023. "Cashless society, e‐wallets and continuous adoption," International Journal of Finance & Economics, John Wiley & Sons, Ltd., vol. 28(3), pages 3349-3369, July.
    10. Malaquias, Rodrigo F. & Hwang, Yujong, 2019. "Mobile banking use: A comparative study with Brazilian and U.S. participants," International Journal of Information Management, Elsevier, vol. 44(C), pages 132-140.
    11. Shaw, Norman & Sergueeva, Ksenia, 2019. "The non-monetary benefits of mobile commerce: Extending UTAUT2 with perceived value," International Journal of Information Management, Elsevier, vol. 45(C), pages 44-55.
    12. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Rana, Nripendra P. & Kizgin, Hatice & Patil, Pushp, 2019. "Consumer use of mobile banking (M-Banking) in Saudi Arabia: Towards an integrated model," International Journal of Information Management, Elsevier, vol. 44(C), pages 38-52.
    13. Dwivedi, Yogesh K. & Kapoor, Kawaljeet Kaur & Williams, Michael D. & Williams, Janet, 2013. "RFID systems in libraries: An empirical examination of factors affecting system use and user satisfaction," International Journal of Information Management, Elsevier, vol. 33(2), pages 367-377.
    14. Jaeki Song & Fatemeh Mariam Zahedi, 2005. "A Theoretical Approach to Web Design in E-Commerce: A Belief Reinforcement Model," Management Science, INFORMS, vol. 51(8), pages 1219-1235, August.
    15. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    16. Arfi, Wissal Ben & Nasr, Imed Ben & Kondrateva, Galina & Hikkerova, Lubica, 2021. "The role of trust in intention to use the IoT in eHealth: Application of the modified UTAUT in a consumer context," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    17. de Camargo Fiorini, Paula & Roman Pais Seles, Bruno Michel & Chiappetta Jabbour, Charbel Jose & Barberio Mariano, Enzo & de Sousa Jabbour, Ana Beatriz Lopes, 2018. "Management theory and big data literature: From a review to a research agenda," International Journal of Information Management, Elsevier, vol. 43(C), pages 112-129.
    18. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    19. Bilgihan, Anil & Barreda, Albert & Okumus, Fevzi & Nusair, Khaldoon, 2016. "Consumer perception of knowledge-sharing in travel-related Online Social Networks," Tourism Management, Elsevier, vol. 52(C), pages 287-296.
    20. Lin Jia & Xiuwei Song & Dianne Hall, 2022. "Influence of Habits on Mobile Payment Acceptance: An Ecosystem Perspective," Information Systems Frontiers, Springer, vol. 24(1), pages 247-266, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:37:y:2017:i:4:p:257-268. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.