Literature review:-SMS advertising has been emerged as the most popular and vastly used mode of advertisement nowadays because of its low-cost advantage (Dharmadasa, 2014).(Egemen Tekkanata, Murat Topaloglua, 2015)explains that SMS advertising is popular among the advertiser also because of its potential to reach to the mass quantity of persons or users.large organization have been modifying their marketing activities spending towards effective marketing tools, like SMS advertisement (Amy Carroll, Stuart J, Eusebio,Keith , 2016).
presently advertising has emerged as a medium through which organizations and companies publicize, advertise, promote, inform, persuade, aware people about their products, offerings, and services in a particular or differentiate way (Ian Phau, Min Teah,, 2010).he further explains that in past organization used traditional modes to advertise their product through television ads or through the publication of ads in the newspaper.Presently SMS marketing has vastly used the form of marketing in which organization or companies use mobile devices through which they forwards the text messages about their product, service or offers (particularly about a sale or new options) to their customers or clients of a company’s. contrary to this previously traditional medium of advertisement were used (Mohammad,Abdulraheem,E. A.
Elsayed, 2012).furthermore (Javeed, 2016) explain in his research that some organization uses SMS advertisement just because it provides the clear and particular subject in unambiguous and clear ways and helps them to achieve their target audience. (Michael, Prof. Yolanda, 2016) explain that other organization uses this medium of exchange as it specifies and particular targets their audience in the quickest manner at low cost.he further provides that nowadays much non-profit, Govt and semi Govt institution also uses this to communicate their viewpoint or any specific information to target people on the basis of their demographics.(Saleem, 2013)highlight the financial aspect of the SMS marketing.
He explains that SMS marketing helps organizations to promote their offerings through this cost-effective method and it ultimately helps to boost their profits. He further points that the effectiveness of mobile or Sms marketing depends upon the credibility of the source.(Sze Chun, Li Lilly, 2010)explains the ethical aspect of the SMS advertisement as he explains that there the certain advertisement which particular targets male or female product and it’s unethical and unreasonable to advertise that particular product to everyone or to another gender so Sms advertisement helps them to particular transmit that message to their target audience. He further explains that sometimes SMS marketing distort the whole process because of a disrupted and unreliable data source as every person whose data is recorded as a base does not direct uses that mobile device.
(Abednego, Henry , 2015)proposes that audiences perceive SMS advertisement by two ways they may completely ignore it or may find that SMS relevant and valued for themselves. (Selda, 2015)explains in his research that some customers find its comfortable and infect it create a sense of being valued by the organization whenever they received any kinds of SMS advertisement from the company containing offers and offerings. He further provides that it creates the belief of satisfaction among the customers and helps to build long-term and the long-lasting relationship among them.(Pittawat, Salinee, 2016)defines the attitude as the attitude of a person as a way of thinking, behavior, viewpoint, reaction, or frame of mind about anything.(Mirela-Cristina, 2013)explains that attitude acts as the indicator of whether the SMS advertisement had achieved its object or not. He also explains that attitude of a person depends upon the solubility of that particular SMs to that person and does it is beneficial for him or not. (FONG, 2014)also explains the same that those Sms marketing are convenient and objective which are entertaining or create benefits for the receivers.
(Hajli, 2012)highlights the role and importance of the consumer behavior and attitude towards SMS advertisement because attitude promotes, drives, and influenced by the Sms advertising and explains that behavior of a receiver can be positive or negative depending upon the message.(Pavlos, Dr. Adam , 2013)found that attitude of a person or receiver depends on the effectiveness of message and effectiveness of message depends on demographics of that target audience. He further provides that attitude of the receiver also depends upon on the number of messages forwarded to that particular receiver and attitude of persons may also vary with the variation in the number of messages.(Thanh Phan & Mai Tran, 2011)focuses the age that attitude of the receiver or a person large effects by the age of receiver as the attitude of an adult was different to the attitude of the attitude old, senior, or professional person. (Dharmadasa, 2014)also explains that the success of the SMS advertisement depends on the attitude of the consumer towards that particular message.(Kumar, 2010)express his views that SMS advertisement effects the behavior of a person and persuade and influence the buying behavior of a person and helps the companies to improve organizational image. (JAMES, LO TECK, LUN, 2014)highlights the importance of the content of the message that if the content of the message promotes positivity it influence the attitude and perception of the receiver too in a positive way and helps to receive the organizational objective.
Theoretical frameworkThe model specified above as Figure 1 is the framework model developed by the Carr and Bracket (Javeed, 2016) on the effect of SMS advertisement on the attitude of the customer in which attitude of the consumers or persons are measured with the SMS advertisement. for this four attributes were taken which are Entertainment, Informativeness, Irritation, and Credibility. Further model also portrays that different demographics also effects the attitude of the which includes Gender, Age & Educational Level.(QOUSA, 2015)explains that entertainment is one encouraging part of the attitude of the consumer towards the SMS marketing. he further explains that amusing and laughable message helps to improves attitude of the receiver and now SMS marketing has become an prominent medium of transmitting messages of companies towards its customers. Entertainment in SMSmarketing. (Dr.
Rajyalakshmi , Reddy T, 2011) provides his study that informativesness in the sms advertisement also effects the attitude of the individual attitude that individual tends to have the positive attitude towards those Sms which are informative for the people.(Almossawi, 2014)draws the conclusion that people get irritated when they receive a massage frequently or twice. he further explains that level of irritation of a person also depends upon relevance of that message to that particular receiver and people also get . secondly individuals also get irritated if they finds any Sms which is not beneficial for them. (Sevtap , Erci, Ercan , 2011)The research provided that credibility of the source also emerged as the influential attribute. The credibility of organization or companies which transmit that SMS to their clients or customers is largely effect the attitude of the individual that if source of the Sms is credible individual tends to have the positive attitude towards it (D.
L. R, Rebello , W. J. Brown, 2009). (ALNIAÇIK, 2012)explains that demo graphs like age, gender effects the attitude of the persons as that particular Sms may be relevant to that an adult may be irrelevant to senior or aged person.