SMS Advertising and Its Relationship with Customer Purchase Intention of Value Added Services

SMS Advertising and Its Relationship with Customer Purchase Intention of Value Added Services

tarannum_islam

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Md. Jamal. Uddin

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Abul Kalam

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Mohammad Main Uddin

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Shekh Md. Sahiduj Jaman

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to Hajee Mohammad Danesh Science and Technology University

SMS Advertising and Its Relationship with Customer Purchase Intention of Value Added Services

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Abstract

The main endeavor of the present study was to know the relationship between SMS (Short Message Service) advertising and customer purchase intention of value-added services (VAS) of mobile operators. This study was descriptive in nature. The population of the study was the users of mobile phone from two wards of Rajshahi City Corporation were purposively selected. Respondents were selected using convenience sampling method for collecting primary data through a self-administrated questionnaire. 142 completely filled up questionnaires were authentic for the research study. Five factors of SMS advertisement were considered as independent variables to evaluate the respondents’ opinion. Study results show that the maximum number of respondents strongly agree that SMS advertising provides current information to them, the company provide actual information through SMS advertisement, SMS advertisement is funny, exciting, reliable, personalize, entertaining and trustful but too much advertising is irritating and disturbing. Result also shows that there is a positive significant correlation between the variables and the highest correlation exist annoyingness to SMS advertisement and customer purchase intention of valueadded services of mobile operators (r = .813**, p=.000

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

tarannum_islam. 2019. \u201cSMS Advertising and Its Relationship with Customer Purchase Intention of Value Added Services\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E6).

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GJMBR Volume 19 Issue E6

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 8, 2018
Peer Review Double Blind
Handling Editor
Accepted December 31, 2018
Published January 15, 2019

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November 28, 2019

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