Demographic factors and consumer attitude towards unsolicited mobile-based marketing messages: A factorial design

Noor Ul Hadi 1 * , Nadia Aslam 2
More Detail
1 College of Business Administration, Prince Mohammad Bin Fahd University, Al-Khobar, SAUDI ARABIA
2 School of Management, Dongbei University of Finance and Economics, CHINA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 13, Issue 1, Article No: e202302. https://doi.org/10.30935/ojcmt/12784
OPEN ACCESS   2320 Views   1396 Downloads   Published online: 01 Jan 2023
Download Full Text (PDF)

ABSTRACT

The increasing number of mobile phone users and unethical practices of sending unsolicited mobile-based advertisement related messages without knowing the relevancy of customers have invited authors to this area of research. This study investigated the consumer attitude towards unsolicited mobile-based advertisement related messages in Pakistan. Data was collected via purposive sampling technique. Statistical tests such as t-test and one- and two-way ANOVA between groups were performed. Findings of the study revealed the existence of significant differences in the mean scores for age, education, and profession. Furthermore, results of two-way ANOVA revealed the presence of significant main effect for age and gender, whereas no interaction effect was found for such variables. The study, interestingly, found the interactive role of profession, which was further probed and confirmed via post-hoc test. The study concluded that mobile-based marketing is not unscrupulous in its true nature; however, doing mobile-based advertising at the cost of encroaching upon consumer privacy and without their permission is not the right way to achieve the desired benefits of the mobile-based advertising.

CITATION

Hadi, N. U., & Aslam, N. (2023). Demographic factors and consumer attitude towards unsolicited mobile-based marketing messages: A factorial design. Online Journal of Communication and Media Technologies, 13(1), e202302. https://doi.org/10.30935/ojcmt/12784

REFERENCES

  • Ahmad, A., Malik, O. M., Hadi, N. U., & Gaadar, K. (2016). Barriers of online shopping in developing countries: Case study of Saudi Arabia. European Academic Research, 3(12), 12957-12971.
  • Akanji, O. J., & Adeleke, B. S. (2018). Subscribers attitude toward unsolicited text messages (UTM) among Nigerian telecommunication firms. European Journal of Management and Marketing Studies, 3, 31-48. https://doi.org/10.5281/zenodo.1421995
  • Aslam, W., Batool, M., & Ul Haq, Z. (2016). Attitudes and behaviors of the mobile phones users towards SMS advertising: A study in an emerging economy. Journal of Management Sciences, 3(1), 63-80. https://doi.org/10.20547/jms.2014.1603105
  • Carroll, A., Barnes, S. J., Scornavacca, E., & Fletcher, K. (2007). Consumers perceptions and attitudes towards SMS advertising: Recent evidence from New Zealand. International Journal of Advertising, 26(1), 79-98. https://doi.org/10.1080/02650487.2007.11072997
  • Cohen, J. (1988). The effect size: r. In Statistical power analysis for the behavioral sciences (pp. 77-83). Routledge.
  • De Reyck, B., & Degraeve, Z. (2003). Broadcast scheduling for mobile advertising. Operations Research, 51(4), 509-517. https://doi.org/10.1287/opre.51.4.509.16104
  • Dedeoglu, A. O. (2012). The symbolic use of mobile telephone among Turkish consumers. European Perspectives in Marketing, 6483(January), 143-161. https://doi.org/10.1300/J037v13n02_08
  • Deshwal, D. P. (2016). Impact of mobile marketing applications in the context of Indian scenario. International Journal of Advanced Research in IT & Engineering, 5(1), 26-38.
  • Donga, G., Kadyamatimba, A., Zindiye, S., & Chibonda, T. (2018). Consumer acceptance of mobile marketing through mobile phones: A case study of South African university students. Information Technology Journal, 17(1), 1-10. https://doi.org/10.3923/itj.2018.1.10
  • Drossos, D., Giaglis, G., Vlachos, P., Zamani, E., & Lekakos, G. (2013). Consumer responses to SMS advertising: Antecedents and consequences. International Journal of Electronic Commerce, 18(1), 105-136. https://doi.org/10.2753/JEC1086-4415180104
  • Enwereuzorr, I. K. (2017). Capturing consumers’ experiences of unsolicited mobile advertising. Telematics and Informatics, 34(7), 948-960. https://doi.org/10.1016/j.tele.2017.04.004
  • Faldu, R. (2020). Consumer attitude towards mobile marketing and its impact on buying decisions. Tathapi UGC Care Journal, 19(33), 106-115.
  • Fatima, T., & Abbas, T. (2016). Impact of advertising beliefs and personalization on attitude towards advertising: Mediating role of advertising value. International Journal of Business Management and Commerce, 1(2), 10-19.
  • Gao, S., & Zang, Z. (2016). An empirical examination of users’ adoption of mobile advertising in China. Information Development, 32(2), 203-215. https://doi.org/10.1177/0266666914550113
  • Grant, I., & O’Donohoe, S. (2007). Why young consumers are not open to mobile marketing communication. International Journal of Advertising, 26(2), 223-246. https://doi.org/10.1080/10803548.2007.11073008
  • Hadi, N. U., Aslma, N., & Gulzar, A. (2019). Sustainable service quality and customer loyalty: The role of customer satisfaction and switching costs in the Pakistan cellphone industry. Sustainability 2019, 11(8), 2408. https://doi.org/10.3390/su11082408
  • Haghirian, P., & Madlberger, M. (2005). Consumer attitude toward advertising via mobile devices–An empirical investigation among Austrian users. In Proceedings of the 13th European Conference on Information Systems, Information Systems in a Rapidly Changing Economy.
  • Hai Ho, N., Bang, N.-V., Yen, T. H. N., & Tin, H. L. (2022). Understanding online purchase intention: The mediating role of attitude towards advertising. Cogent Business & Management, 9(1), 2095950. https://doi.org/10.1080/23311975.2022.2095950
  • Hamid Saleh, M. A., Alothman, B., & Alhoshan, L. (2013). Impact of gender, age, and income on consumers purchasing responsiveness to free-product samples. Research Journal of International Studies, 26(April), 83-94.
  • Hashim, N., H., & Zolkepli, I. A. (2014). The effect of mobile advertising message content on consumer purchase intention. In Proceedings of the 7th Asia Pacific Business Research Conference.
  • Huq, S. M., Alam, S. M. S., Nekmahmud, M., Aktar, S., & Alam, S. M. S. (2015). Customer’s attitude towards mobile advertising in Bangladesh. International Journal of Business and Economics Research, 4(6), 281-292. https://doi.org/10.11648/j.ijber.20150406.13
  • Hymavathi, E. (2015). A study on consumer attitude towards mobile advertising in Hyderabad. Indian Journal of Applied Research, 5(9), 291-298. https://doi.org/10.36106/ijar
  • Irshad, M., & Ahmad, M. S. (2019). Investigating the determinants of consumers attitude towards social media marketing: Moderating role of gender. Online Journal of Communication and Media Technologies, 2019 (94), e201920. https://doi.org/10.29333/ojcmt/5865
  • Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2015). Attitudes toward mobile advertising among users versus non-users of the mobile internet. Telematics and Informatics, 32(2), 355-366. https://doi.org/10.1016/j.tele.2014.10.001
  • Javeed, A. (2015). Attitude of Pakistani consumers towards SMS advertising. International Journal of Sciences Basic & Applied Research, 19(2), 124-136.
  • Karjaluoto, H., Leppäniemi, M., & Salo, J. (2004). The role of mobile marketing in companies’ promotion mix: Empirical evidence from Finland. Journal of International Business and Economics, 2(1), 111-116.
  • Kotler, P. (2001). A framework for marketing management. Prentice Hall.
  • Lavidge, R. J., & Steiner, G. A. (1961). A model of predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62. https://doi.org/10.1177/002224296102500611
  • Leppäniemi, M., & Karjaluoto, H. (2005). Factors influencing consumers’ willingness to accept mobile advertising: A conceptual model. International Journal of Mobile Communications, 3(3), 197-213. https://doi.org/10.1504/IJMC.2005.006580
  • Liu, C. C. (2008). Mobile phone user types by Q methodology: An exploratory research. International Journal of Mobile Communications, 6(1), 16-31. https://doi.org/10.1504/IJMC.2008.015996
  • Liu, C.-L. E., Sinkovics, R. R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising—A comparison between Japan and Austria. Journal of Interactive Marketing, 26(2012), 21-32. https://doi.org/10.1016/j.intmar.2011.07.002
  • Makudza, F., Masiyanise, L., & Mtisi, E. (2020). The differential impact of bulk text messages advertising on consumer attention. Journal of Industrial Distribution & Business, 11(7), 7-17. https://doi.org/10.13106/jidb.2020.vol11.no7.7
  • Marcus, A. O. (2018). Irritation SMS advertising in Nigeria and consumer reaction. American Journal of Humanities and Social Sciences Research, 2(11), 73-80.
  • Martínez-Ruiz, M. P., Izquierdo-Yusta, A., Olarte-Pascual, C., & Reinares-Lara, E. (2017). Do affective variables make a difference in consumers behavior toward mobile advertising? Frontiers in Psychology, 7, 2018. https://doi.org/10.3389/fpsyg.2016.02018
  • Megdadi, Y. A. A., & Hammouri, M. A. J. (2016). The impact of mobile SMS advertisement messages on customer buying decisions toward Jordanian commercial banks financial services: Empirical study. International Journal of Business and Social Science, 7(6), 114-119.
  • MMA. (2009). MMA updates definition of mobile marketing. Mobile Marketing Association. https://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing
  • Monk, A., Carroll, J., Parker, S., & Blythe, M. (2004). Why are mobile phones annoying? Behavior & Information Technology, 23(1), 33-41. https://doi.org/10.1080/01449290310001638496
  • Monk, A., Fellas, E., & Ley, E. (2007). Hearing only one side of normal and mobile phone conversations. Behavior & Information Technology, 23(4), 301-305. https://doi.org/10.1080/01449290410001712744
  • Mostafa, K. M. A., & Yasmin, S. (2017). Attitude of professionals towards promotional SMSs: A case study in Dhaka City. MIST Journal of Science and Technology, 5(1), 25-31.
  • Muk, A. (2007). Consumers’ intentions to opt into SMS advertising: A cross-national study of young Americans and Koreans. International Journal of Advertising, 26(2), 177-198. https://doi.org/10.1080/10803548.2007.11073006
  • Murillo-Zegarra, M., Ruiz-Mafe, C., & Sanz-Blas, S. (2020). The effects of mobile advertising alerts and perceived value on continuance intention for branded mobile apps. Sustainability 2020, 12, 6753. https://doi.org/10.3390/su12176753
  • Nasco, S. A., & Bruner, G. C. (2008). Comparing consumer responses to advertising and non-advertising mobile communications. Psychology and Marketing, 25(8), 821-837. https://doi.org/10.1002/mar.20241
  • Oztas, Y. B. B. (2015). The increasing importance of mobile marketing in the light of the improvement of mobile phones, confronted problems encountered in practice, solution offers and expectations. Procedia-Social and Behavioral Sciences, 195, 1066-1073. https://doi.org/10.1016/j.sbspro.2015.06.150
  • Park, T., Shenoy, R., & Salvendy, G. (2008). Effective advertising on mobile phones: A literature review and presentation of results from 53 case studies. Behavior & Information Technology, 27, 355-373. https://doi.org/10.1080/01449290600958882
  • Ragunathan, T., Battula, S. K., Jorika, V., Mounika, C., Sruthi, A. U., & Vani, M. D. (2015). Advertisement posting based on consumer behavior. Procedia Computer Science, 50, 329-334. https://doi.org/10.1016/j.procs.2015.04.040
  • Sarker, S., & Wells, J. D. (2003). Understanding mobile handheld device use and adoption. Communications of the ACM, 46(12), 35-40. https://doi.org/10.1145/953460.953484
  • Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4(2), 159-173. https://doi.org/10.1016/j.elerap.2004.10.006
  • Shao, Z., Zhang, L., Li, X., & Guo, Y. (2019). Antecedents of trust and continuance intention in mobile payment platforms: The moderating effect of gender. Electronic Commerce Research and Applications, 33, 100823. https://doi.org/10.1016/j.elerap.2018.100823
  • Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7-22.
  • Statista. (2022). Mobile advertising spending worldwide from 2007 to 2024. https://www.statista.com/statistics/303817/mobile-internet-advertising-revenue-worldwide/
  • Sultan, F., Rohm, A. J., & Gao, T. T. (2009). Factors influencing consumer acceptance of mobile marketing: A two-country study of youth markets. Journal of Interactive Marketing, 23(4), 308-320. https://doi.org/10.1016/j.intmar.2009.07.003
  • Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78. https://doi.org/10.1080/10864415.2004.11044301
  • Unal, S., Ercis, A., & Keser, E. (2011). Attitudes towards mobile advertising–A research to determine the differences between the attitudes of youth and adults. Procedia-Social and Behavioral Sciences, 24(2011), 361-377. https://doi.org/10.1016/j.sbspro.2011.09.067
  • Vipul, P. (2010). Impact of demographic factors on consumer response to sales promotions: An empirical study. Advances in Management, 3(10), 60-65.
  • Waldt, D. L. R. Van Der, Rebello, T. M., & Brown, W. J. (2009). Attitudes of young consumers towards SMS advertising. African Journal of Business Management, 3(9), 444-452. https://doi.org/10.5897/AJBM09.161
  • Windham, L., & Orton, K. (2002). Customers and consumers.
  • Wu, L. (2016). Understanding the impact of media engagement on the perceived value and acceptance of advertising within mobile social networks. Journal of Interactive Advertising, 16(1), 59-73. https://doi.org/10.1080/15252019.2016.1160331
  • Xu, D. J., & Jingjun, D. (2006). The influence of personalization in affecting consumer attitudes toward mobile advertising in China. Journal of Computer Information Systems, 47(2), 9-19. https://doi.org/10.1080/08874417.2007.11645949
  • Zhang, J., & Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology and Marketing, 25(8), 787-805. https://doi.org/10.1002/mar.20239
  • Zhou, Z., Jin, X.-L., & Fang, Y. (2014). Moderating role of gender in the relationship between perceived benefits and satisfaction in social virtual world continuance. Decision Support Systems, 65, 69-79. https://doi.org/10.1016/j.dss.2014.05.004
  • Zolfaghar, K., Khoshalhan, F., & Rabiei, M. (2010). User acceptance of location-based mobile advertising: An empirical study in Iran. International Journal of E-Adoption, 2(2), 13. https://doi.org/10.4018/jea.2010040103