Content relevance and delivery time of SMS advertising

  • Authors:

  • Pei-Luen Patrick Rau;Ting Zhang;Xiaoli Shang;Jia Zhou

  • Affiliations:

  • Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China.;Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China.;Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China.;Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing 100084, China

  • Venue:
  • International Journal of Mobile Communications
  • Year:
  • 2011

Quantified Score

Hi-index 0.00

Visualization

Abstract

This study investigated the influence of content relevance and delivery time on Short Message Service (SMS) advertising effect, which was measured in terms of attitude, purchase intention, and involvement. Participants received advertisement text messages at different times of a day and on different days of a week. Results indicated that higher content relevance is associated with higher attitude and more positive behaviour intention. Also, delivery time will significantly affect the effectiveness of SMS advertising. Best effects occur on Mondays and weekends. Additionally, the participants showed higher acceptance and purchase intention in afternoon and evening hours, rather than in morning hours.