Factors affecting consumer's intention to receive SMS marketing

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I [type your full first names and surname here], declare this research has been conducted by me and this research is being submitted to university for the first time. The ideas presented in this research are many own and does not represent the ideas of the university.

Signed __________________ Date _________________

ABSTRACT

Marketers see lot of opportunities is the filed of SMS marketing and this study will study the behaviour of consumer towards SMS marketing. However, the factors that motivate consumers to accept mobile devices as an advertising medium are not yet fully understood. This research will examine the drivers of consumer acceptance of SMS-based mobile advertising. The research will also focus the advantages and disadvantages of SMS marketing for both consumer and marketer. The paper also shows how marketer can reach number of consumers by sending the SMS to just only few consumers. In this paper, we will see why SMS marketing still makes sense for small business. The study will also focus on the drivers and barriers of mobile marketing. Basically, the major purpose would be to study the role of various factors that will strengthen consumer's intention towards SMS marketing.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the study1

Problem Statement1

Research Aims and Objectives2

Research Questions2

Hypothesis2

Rationale/ Nature of the study3

CHAPTER 2: LITERATURE REVIEW4

Defining SMS advertising4

Research Objective 15

Importance of SMS marketing5

Benefits of SMS Marketing7

Boost Sales8

New Revenue Source8

Mass Alert8

Deliverability8

Qualified recipient9

Flexibility9

Range of Use9

Cost9

Reach10

Redemption10

Speed10

Control10

Research objective 212

Consumer's usage of cell phones12

Consumer's attitude towards SMS marketing13

Factors Affecting SMS Advertising Effectiveness13

Driving User Acceptance of SMS advertising15

User Acceptance of Advertising15

User-Based Acceptance Drivers16

Advertising Acceptance Drivers18

Research objective 319

Future of SMS marketing19

CHAPTER 3: METHODOLOGY22

Research Design22

Data collection22

Questionnaire23

Theoretical framework23

Strength and weakness of the mixed research:24

Strengths24

Weaknesses24

Literature search criteria25

Search techniques used25

Keywords used25

Justification25

Research Ethics26

CHAPTER 4: RESULTS27

Questionnaire analysis27

Chi Square Tests40

CHAPTER 5: DISCUSSION42

CHAPTER 5: CONCLUSION47

Recommendations and Conclusion47

Limitation and Future Research50

REFERENCES51

APPENDICES57

Questionnaire57

Tables66

CHAPTER 1: INTRODUCTION

There are various factors that can play a crucial role in affecting consumer's intention towards receiving SMS (Short Message Service) marketing. SMS marketing has got huge importance these days which can be witnessed during any advertising campaign of mobile companies. This is the reason why its usage among cell phone users is quite high. However, it is necessary to study the impact of certain elements that attracts consumers towards SMS marketing. Therefore, this study will investigate these factors in order to find out their contribution towards maintaining a huge customer base for SMS marketing.

Background of the study

For the study conducted, there will be a requirement of the resources which would assist to identify key constituents that have been undertaken for the purpose. In order to achieve this target, our study of focus shall be on the various types of factors that affects consumer's intention towards SMS Marketing (Dickinger 2004 31).

Problem Statement

The problem statement that shall be used as primary parameter for ...