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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Purpose: The purpose of this study was to identify factors that enhance the effectiveness of bulk text message advertising on consumer attention in the telecommunications industry in Zimbabwe. Research design, data and methodology: The study collected data using structured questionnaires. The study attracted 293 responses from consumer subscribers of the Zimbabwean telecommunications industry. Data was analysed using SPSS and measures of association, direction, strength and significance were used. Results: The study found out that the examined variables of bulk text messaging (Simplicity, Frequency and Informativeness) had a positive significant impact on consumers? attention (??= 0.645; p-value < 0.05). The study examined four bulk text advertising determinants, namely frequency, simplicity, informativeness and credibility. Only credibility was found to be statistically insignificant (p-value > 0.05), whilst frequency had an inverse effect on consumer attention. Simplicity of bulk text advertisements recorded a high positive and significant impact whilst informativeness was also positively, and significantly affecting consumer attention. Conclusions: The study concluded that for bulk text advertising to be effective, text messages should be informative, easy to understand and dispatched less frequently. It was further concluded that bulk text advertising should follow permission marketing where consumers consent before hand to be recipients of commercials.
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참고문헌 (52)
참고문헌 신청
Afzal, S. / 2015 / An examination of determinants influencing consumer adoption of SMS : A perspective from youth of Pakistan / World Journal of Management 6(1):117~135
Ajzen, I. / 1983 / The theory of planned behaviour, organisational behaviour and human decision processes / Journal of Theoretical and Applied Information Technology 50(1):179~211
Almossawi, M. / 2014 / Effectiveness of SMS advertising. A study of young customers in Bahrain / Global Journal of Management and Business Research : E Marketing 14(4):54~66
Rita AMBARWATI / 2020 / Strengthening the Intention to Use Vehicle Tax Service Online in Indonesia / 유통과학연구 18(5):25~33
Amin, A. / 2014 / Mobile advertising effect on consumer behaviour / International Journal of Business, Economics and Environmental Management 1(1):12~26
Ajzen, I. / 1983 / The theory of planned behaviour, organisational behaviour and human decision processes / Journal of Theoretical and Applied Information Technology 50(1):179~211
Almossawi, M. / 2014 / Effectiveness of SMS advertising. A study of young customers in Bahrain / Global Journal of Management and Business Research : E Marketing 14(4):54~66
Rita AMBARWATI / 2020 / Strengthening the Intention to Use Vehicle Tax Service Online in Indonesia / 유통과학연구 18(5):25~33
Amin, A. / 2014 / Mobile advertising effect on consumer behaviour / International Journal of Business, Economics and Environmental Management 1(1):12~26
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