Developing and validating a comprehensive model of ...

Int. J. Business Information Systems, Vol. X, No. Y, xxxx

Developing and validating a comprehensive model of factors influencing consumer acceptance of SMS advertising: empirical evidence using SEM-PLS Mohammad Hamdi Al Khasawneh* Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan Email: [email protected] *Corresponding author

Ahmed Shuhaiber Al Ain University of Science and Technology, P.O. Box 112612, Abu Dhabi, UAE Email: [email protected] Abstract: This study examined consumers’ acceptance of SMS advertising, as one of the mobile marketing instruments that is increasingly popular in accessing consumers through their mobile devices, by empirically investigating the factors that influence consumers’ attitudes towards and acceptance of SMS advertising. A comprehensive model was developed and tested with a sample size of 321 Jordanian mobile phone users, and analysed quantitatively using structural equation modelling-partial least squares (SEM-PLS) method. The findings indicated that SMS advertising values (entertainment and credibility) and SMS content (clarity and relevancy) as well as subjective norm and consumer control have a positive significant influence on consumer attitude and acceptance of SMS advertising. The results represent novel findings that hold important implications and recommendations for future marketing research and practice. Keywords: consumer acceptance; mobile marketing; SMS advertising; SMS messages. Reference to this paper should be made as follows: Al Khasawneh, M.H. and Shuhaiber, A. (xxxx) ‘Developing and validating a comprehensive model of factors influencing consumer acceptance of SMS advertising: empirical evidence using SEM-PLS’, Int. J. Business Information Systems, Vol. X, No. Y, pp.xxx–xxx. Biographical notes: Mohammad Hamdi Al Khasawneh is an Assistant Professor in the Department of E-Marketing and Social Media at the Princess Sumaya University for Technology Amman, Jordan. His research interests include internet advertising, search engine advertising, social media marketing, viral marketing, mobile marketing, mobile banking, consumer behaviour and corporate social responsibility.

Copyright © 20XX Inderscience Enterprises Ltd.

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M.H. Al Khasawneh and A. Shuhaiber Ahmed Shuhaiber is a full-time Lecturer in the Department of Management Information System at Al Zaytoonah University of Jordan, Amman, Jordan. His research interests include information and communication technology, web applications, consumer trust, mobile marketing, and mobile payments.

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Introduction

1.1 Background We have entered a new ‘all mobile’ era, in which mobile phones are not only used in the telecommunication industry, but also in diverse range of business and commercial fields and applications (Shuhaiber et al., 2014). In mobile marketing sector, for instance, dramatic structural changes are taking place within the rapid growth of this field. The most notable being the growth and prominence of short-message-service (SMS) advertising, which developed due to the necessity to find solutions for the increased market demand on more consumer-oriented and targeted advertising and a personalised mobile advertising format (Afzal et al., 2015; Barwise and Strong, 2002; Xu et al., 2008). Also taking into consideration that worldwide ownership of mobile devices has increased substantially, SMS advertising has emerged as a new promising promotional opportunity to reach customers effectively (Bakr and Tolba, 2016; Dix et al., 2016; Humbani et al., 2015; Ishaq et al., 2015; Radder et al., 2010; Lin and Chen, 2015; Muk and Chung, 2015). Marketers also consider SMS advertising an efficient way to reach their target audience due to its customisation and personalisation features (Aslam et al., 2016). Existing perspectives within the relevant literature have provided support for this view by asserting that SMS advertising has managed to attract the attention and interest of marketers as a promotional tool and potential effective form of media. In terms of the concept, SMS advertising has been viewed as the process of targeting well-identified potential customers with text messages (Reyck and Degraeve, 2003). SMS advertising has also been defined as the transmission of advertising via mobile phones in the form of text-based messages (Haghirian et al., 2005). For the purpose of the current study, SMS advertising is perceived as using SMS services sent to consumers’ mobile phones, to provide them with time and location sensitive information which in turn promotes goods, services and ideas, thereby generating value for all stakeholders (Kavassalis et al., 2003). According to the most recent SMS marketing statistics, with over five billion mobile phones in today’s world, over 90% of mobile users stated that they receive or send at least one text message per week. In the SMS advertising context, 95% of all mobile users (both Smartphone and non-Smartphone users) have been contacted by brands that use SMS marketing to reach their customers (Al Khasawneh and Shuhaiber, 2013). This emphasises the great importance and popularity of SMS marketing worldwide.

1.2 Characteristics of mobile advertising Several previous studies have presented the unique features of SMS advertising (Haghirian et al., 2005; Pagani, 2004; Perlado and Barwise, 2005; Steinbock, 2005). These characteristics are explained in Al Khasawneh and Shuhaiber’s (2013) study and presented below:

Developing and validating a comprehensive model of factors

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Ubiquity. Mobile advertising allows consumers to access advertising messages at their convenience. When receiving mobile advertising messages, consumers can read them, eliminate them or keep them in their inbox until they decide what to do with them (Chowdhury et al., 2010). The increasing role of mobile phones in consumers’ everyday lives has led to a continuous growth in mobile advertising budgets, as marketers realise that being connected everywhere, at all times, through mobile phones can be seen as a great opportunity to advertise, build, and develop customer relationships and receive a direct response from said customers (Liu et al., 2012).

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Interactivity. The nature of the two-way communication enabled by mobile phones allows users to respond directly to SMS messages. This interactivity feature enables advertisers to establish a direct dialogue with their potential customers, and to succeed in their marketing campaigns.

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Localisation. Some geographic technologies such as geographic information systems (GIS) and global positioning systems (GPS) enable telecom operators to localise users and identify their current positions. Such technologies enable advertisers to determine their potential consumers and accordingly send customised messages based on locations. Such localisation could increase customer’s response rate to SMS advertising and make it more useful and fruitful.

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Personalisation. Personalising SMS advertisements can be attained by using information provided by consultancies’ databases at an early stage or by the history of users’ purchasing patterns, resulting in attracting consumers’ attentions and gaining highly personalised marketing measures. Therefore, SMS advertising can be considered a direct and personalised consumer communication tool.

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Viral marketing. Even though SMS advertising is considered a direct marketing tool, it has viral effects that transfer from one receiver to another. The SMS received from a familiar sender can be expected to have greater influence on the receiver than a message sent directly from the advertiser. As a result, viral effects can extend the consumers-reach base and effectiveness of SMS. All previously mentioned characteristics are referred to in SMS advertising literature as shown in Table 1.

1.3 Research justification The characteristics explained above confirm the great potential of SMS advertising as a convenient customer-oriented marketing tool. Despite the continued growth and future potential of SMS as an advertising tool, the success of such advertising relies mainly on its acceptance by consumers. Furthermore, most of the previous studies have examined SMS marketing in western context, and little attention has been given to the investigation of such a tool in the Arab world (Al Khasawneh and Shuhaiber, 2013). Little research has been conducted on the acceptance of this advertising medium by Arab consumers, and the factors that prove to be of the greatest importance in influencing this acceptance (Jamieson et al., 2011; Muk and Chung, 2015; Varnali et al., 2012). Therefore, the

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M.H. Al Khasawneh and A. Shuhaiber

current study aims to fill this gap by providing insight into this important arena, through the examination of factors that impact consumer attitudes towards and acceptance of SMS advertising within the Jordanian context. This is particularly important in the Jordanian context where the success of a new medium such as SMS advertising relies on the acceptance of the medium by consumers. Table 1

Characteristics of SMS advertising

Characteristic

Found in literature

Ubiquity

Bauer et al. (2005), Bulander et al. (2005), Jamieson et al. (2011), Mirbagheri (2010)

Interactivity

Bauer et al. (2005), Bulander et al. (2005), Mirbagheri (2010), Van der Waldt et al. (2009), Xu (2006)

Localisation

Bauer et al. (2005), Wunker and Hughes (2001), Xu (2006)

Personalisation

Bauer et al. (2005), Jamieson et al. (2011), Rettie et al. (2005), Saadeghvaziri and Seyedjavadain (2011), Xu (2006)

Viral marketing

Bauer et al. (2005), Mirbagheri (2010), Karjaluoto et al. (2007)

Next Sections 2 and 3 present relevant literature from SMS advertising research, through which hypotheses and a conceptual model were developed. Sections 4 and 5 demonstrate testing the model, the research methodology and findings consequently. Lastly Section 6 rounds off with conclusions, recommendations for future marketing research and practice into SMS advertising.

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Literature review

Previous studies demonstrate that the attitude toward mobile advertising is an important construct for mobile marketing research as a result of its impact on consumers’ intention to accept mobile advertising (Kuo and Yen, 2009; Tsang et al., 2004). In this area of examination, the focus has been centred on the four main antecedents that stimulate consumers’ attitude toward mobile advertising: informativeness, entertainment, irritation, and credibility (Tsang et al., 2004; Lee et al., 2006; Okazaki et al., 2007), as illustrated in Table 2. However, little empirical examination has been done to analyse a larger set of major potential antecedents that may provoke consumer attitude toward mobile advertising, apart from the previously mentioned well examined constructs (Tsang et al., 2004), such as incentive and message-content related factors for example. With reference to our previous related paper, entitled ‘A comprehensive model of factors influencing consumer attitude towards and acceptance of SMS advertising: an empirical investigation in Jordan’, a proposed comprehensive model was developed and initially tested. The proposed model included most of the potential antecedents found in the existing relevant literature and combined in one comprehensive model. Based on the suggestions of the aforementioned study, we propose an extensive quantitative testing using more reliable and accurate measurements in order to provide further rigid validation for the proposed comprehensive model of consumer attitude and acceptance of mobile advertising.

TAM

TAM

Saadeghvaziri and Hosseini (2011)

Rohm et al. (2012).

Scharl et al. (2005)

Location, interactivity, incentive, appeal, concreteness, language, product involvement, acronyms, credibility, attitude, and purchase intention.

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Drossos et al. (2007).

An experimental method. ANOVA analysis. N =97.

Quantitative methodology. Convenience cluster area random sampling technique Sample size = 350. Multiple regression analysis.

Quantitative. Sample = 380. correlation, stepwise regression and SEM.

Message content, personalisation, consumer control, device technology, transmission process, product fit, media cost, perceived usefulness, perceived ease of use, attitude, peer influence, consumer attention, intention, behaviour

Perceived usefulness, attachment, innovativeness, risk avoidance, attitude, and mobile marketing activities.

Findings

Perceived usefulness, consumer innovativeness and personal attachment directly influence attitudes toward mobile marketing in all three markets. In China and Europe, risk avoidance also negatively influences attitudes toward mobile marketing.

All constructs are influential in developing positive attitude toward mobile advertising.

Only incentive, interactivity, appeal, product involvement, acronyms usage and attitude towards SMS advertising exhibit main effects on attitudinal variables and purchase intentions.

It is found that customer utilities, contextual, control, sacrifice, and trust of the SMS advertising are significantly affecting the acceptance of receiving mobile advertising; The frequency of exposure from SMS advertising is not significantly affecting the customer acceptance toward mobile advertising.

Consumers generally have negative attitudes toward mobile advertising unless they have specifically consented to it. There is a direct relationship between consumer attitudes and consumer behaviour.

Emphasising the role of subjective value in addition to subjective norms as a key predictor of the acceptance of mobile ads. The results underline the importance of appealing content and trust in the advertisers.

A quantitative content analysis of the It presented a conceptual model of effective SMS fortune global 500 websites and advertising based on a qualitative survey among senior qualitative interviews with European management and academic experts in the field. experts.

Quantitative survey. 430 responses from the USA, 456 responses from China, and 450 responses from Europe.

Personalisation, irritation, credibility, Quantitative survey. N =652 mobile phone users. One sample T-test. informativeness, entertainment, monetary benefits, and attitude.

Consumers’ utility, utilisation of contextual information, control, sacrifice, consumers’ trust, and the frequency of exposure about the mobile advertising itself.

Ratihayu et al. (2008).

Methodology Quantitative online survey. Sample size – 103. PLS structural equation modelling

Table 2

Entertainment, informativeness, irritation, credibility, permission, attitudes, incentives, intention and behaviour.

Extending TAM

Tsang et al. (2004)

Constructs

Extending the Content, trust, subjective norms, theory of reasoned subjective values, and intention to action (TRA) accept mobile ads.

Model(s) used

Rajala and Westerlund (2010)

Authors and year

Developing and validating a comprehensive model of factors 5

Previous studies on acceptance factors of SMS advertising

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Varnali et al. (2012)

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Okazaki and Taylor (2007)

TAM and TRA

TAM

Alexander Muk, Christina Chung (2015)

Martí Parreño et al. (2013)

Constructs

Findings The combined model of technology- and emotion-based evaluations provides a robust framework that gives superior ability in predicting consumer response to mobile ads.

Methodology Quantitative survey. 439 MBA students at a Korean university. Structural equation modelling using LISREL 8.12.

Entertainment, irritation, usefulness, The sample consisted of 355 Spanish Entertainment, irritation and usefulness are key drivers of teenagers’ attitude toward mobile advertising. Improving teenagers. The model was tested attitude, and acceptance of mobile using structural equation modelling. teenagers’ attitude toward mobile advertisements is a key advertising. factor for teenagers’ mobile advertising acceptance.

Managers from the European Union, Japan, and the United States will be more likely to adopt SMS advertising if they perceive it as having the ability to help build the brand. They are also likely to perceive information security as a threat to the ability of “pushing” the product through the wireless channel.

Usefulness is important in establishing favourable consumer attitudes toward acceptance of SMS ads in both countries. Young Korean consumers’ attitudes toward SMS ads are more positive than their American counterparts. Although social influence has no effect on Korean consumers' attitudes toward acceptance, it does show a positive relationship with American consumers' attitudes.

Quantitative survey. Samples consist of 171 US university students and 131 Korean university students for a total of 302 respondents. SEM analysis

Brand building effect, location based 53 managers through telephone interviewing. PLS marketing, privacy/security concerns, technological conditions, managerial intention to adopt sms advertising.

Perceived ease of use, perceived usefulness, attitudes toward acceptance, social influence, and intentions to use.

Among all the accepted paths, social factors exert the most important influence on people’s decision to adopt advanced mobile services.

Quantitative survey. N = 542. SEM using LISREL

Incentives, prior permission, content Using a field experiment with actual In comparison to permission and incentive, individual involvement, prior experience with behavioural responses. MANCOVA differences are stronger determinants of responses to mobile advertising campaigns. the mobile medium, and medium-fit and Least square regression. perceptions, perceived intrusiveness, campaign attitude, actual response, response delay, WOM intention.

Perceived usefulness, perceived ease of use, entertainment, irritation, credibility, acceptance of mobile technologies, attitude towards mobile ads, user experience, and response to mobile ads.

TAM and diffusion Social influence, media influence, theory model perceived status benefits, perceived flexibility benefits, attitude towards mobile innovations, perceived usefulness, perceived ease of use, behavioural intentions.

TAM

Yang et al. (2013)

Table 2

López-Nicolás et al. (2008)

Model(s) used

Authors and year

6 M.H. Al Khasawneh and A. Shuhaiber Previous studies on acceptance factors of SMS advertising (continued)


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As shown in Table 2, extensive research was conducted to examine the factors influencing the acceptance of SMS advertising over the last two decades. However, this area is still researchable and needs further investigation; as most of the previous research focused on particular factors while neglecting others. A holistic view of factors is needed in order to fill the gap in SMS advertising literature and to identify a set of the most important factors with regards to relevancy in terms of their influence on SMS advertising acceptance. Therefore, the aim of this study is to examine, determine, and validate the most relevant factors impacting consumers’ attitude and acceptance of SMS advertising. In addition, this study aimed to deal with actual behaviour (actual acceptance) rather than the prediction behaviour indicated in TAM and other models, which in turn fosters the explanatory power of our model. The next section discusses these factors, gives a justification of their selection and provides the hypotheses associated with each of them.

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Acceptance factors and hypotheses development

Based on the existing literature related to mobile advertising, this section presents the theoretical model that conceptualises the relationship amongst the focal constructs, that is, the impact of SMS advertising value factors, SMS message content factors and other related factors on consumer attitude towards and acceptance of SMS advertising. The current research model was developed on the basis of the work Ducoffe’s (1996) research model which has been later extended by Brackett and Carr (2001) to include more relevant value advertising factors. Ducoffe study (1996) which stated that informativeness, entertainment, and irritation are important factors affecting customers’ attitude towards SMS advertising. Brackett and Carr (2001) have further tested Ducoffe’s findings and have come out with additional two variables; credibility and relevant demographic variables. Based on an extensive securitisation of the existing relevant literature and for the purpose of the development of a compressive model, Additional variables have been included in the current research based on their importance and role in influencing consumers’ attitudes and acceptance of SMS advertising.

3.1 Informativeness The term ‘informativeness’ refers to the ability of the advertisements to inform consumers about products (Ducoffe, 1996; Van der Waldt et al., 2009) as well as the ability of the advertising to effectively provide relevant information (Oh and Xu, 2003). Both Ducoffe (1996) and Barwise and Strong (2002) indicate that customers prefer informative messages and the informativeness of the content of advertisements is a robust predictor of their value and one that is crucial to the effectiveness of advertising. The advertised message is considered to be beneficial to the consumer when it provides timely and accurate information (Oh and Xu, 2003). Taking this point further, previous research demonstrated that informativeness of the advertising message was found to be strongly and positively related to consumers attitudes towards the advertising (Al Khasawneh and Shuhaiber, 2013; Alsamydai and Al Khasawneh, 2013; Humbani et al.,

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2015; Ishaq et al., 2015; Lin and Chen, 2015). Therefore, the following hypothesis is suggested: H1

The informativeness of SMS advertisements has a significant positive influence on consumer attitude towards SMS advertising.

3.2 Entertainment Entertainment is the ability of the advertising to satisfy the consumer desires for pastime, deviation, appealing enjoyment, or emotive enjoyment proposed by Ducoffe (1996). In this respect, Mitchell and Olson (1981) argue that entertaining advertising can put the audience in a good mood, and thus, could have an impact on consumers’ attitudes toward advertising and even toward the advertised brands. Entertainment features included in the SMS ads are known to build customers’ loyalty and do value addition for customers (Aslam et al., 2016).Taking this point further, entertainment is seen as an internal factor with a positive influence on consumers’ approach to ads and as a positive psychological feeling. It can be assumed that advertising that satisfies consumers’ need for an aesthetically appealing, pleasurable and emotional experience would be evaluated and accepted by them (Alsamydai and Al Khasawneh, 2013; Bauer et al., 2005; Humbani et al., 2015; Ishaq et al., 2015; Lin and Chen, 2015). Given the above discussion and the need to validate the influence of entertainment on consumers’ attitudes in the area of SMS advertising, it is hypothesised that: H2

The entertainment of SMS advertising has a significant positive influence on consumer attitude towards SMS advertising.

3.3 Irritation Irritation refers to the tactics employed in the advertisement that would be perceived as annoying, offensive, insulting, deceptive or overly manipulative (Ducoffe, 1996; Van der Waldt et al., 2009). The intrusive tactics advertisers may use when competing to grab consumer’s attention can be annoying to the audiences (Sandage and Leckenby, 1980). Moreover, Li et al. (2002) stated that when users find advertising as interfering with their goal oriented tasks for which they are present on a particular medium, the ads are perceived as being irritating. Indeed, SMS advertising may provide a stream of information that confuses the receiver and can be distracting and overwhelming (Ishaq et al., 2015; Stewart and Pavlou, 2002), which may result in consumers being confused and as such reacting negatively towards them. The attitude model supports a negative relationship between customers’ attitude towards advertisement and their perception of irritation from advertisements (Aslam et al., 2016). Taking this point further and to provide further support for this view, Ahmadi et al. (2013) and Lin and Chen (2015) demonstrated that SMS ads may provide consumers with information which makes them indecisive and upset and as a result they show negative responses towards them. Similarly, El-Garhi and Ericsson (2014) reported a similar finding. Thus, it is hypothesised that: H3

Irritation of SMS advertisements has a significant negative influence on consumer attitude towards SMS advertising.


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3.4 Credibility MacKenzie and Lutz (1989) viewed credibility of advertising as consumers’ perceptions of the reliability, believability and trustworthiness of advertising in general. A more recent study by Daugherty et al. (2008) considered advertising credibility as consumer’ expressions of their expectation related to the fairness and factualness of advertising. Credibility can be a powerful tool for marketers to gain customers trust, which is crucial for the success of mobile marketing (Dix et al., 2016; Ishaq et al., 2015; Siau and Shen, 2003). Consistent with this view, Xu (2006) and Lin and Chen (2015) demonstrated that credibility factors should be incorporated into technology adoption studies. Taking the above discussion into consideration, we suggest that the credibility of SMS advertising has a positive influence on consumers’ attitude toward SMS advertising and on the perceived advertising value of the consumer. Thus, it is hypothesised that: H4

The credibility of SMS advertising has a significant positive influence on consumer attitude towards SMS advertising.

3.5 Message clarity Advertising message clarity deals with whether the advertisement has an obvious, concise message or not. Despite advertisers’ best efforts, it is a common occurrence in the advertising industry that consumers mistakenly comprehend the advertisement’s message (Jacoby and Hoyer, 1990). In other words, Pechmann (1996) stated that consumers frequently misunderstand the specific claims that are made, the general conclusions reached, and/or the sponsors of the advertisements. Therefore, advertisers are encouraged to regularly test consumers’ comprehension of advertisements in rough cut and/or final form, to identify any problems that might arise (Pechmann and Stewart, 1990). Despite the importance of message clarity in the context of SMS advertising and taking into consideration that an SMS advertisement has only a brief amount of time to influence consumers, limited research has examined the impact of message clarity on consumers’ attitudes and acceptance of SMS advertising. Given the above discussion and the need to advance and validate our understanding regarding the influence of message clarity on consumers’ attitudes in the area of SMS advertising, it is hypothesised that: H5

Message clarity has a significant positive influence on consumer attitude towards SMS advertising.

3.6 Incentives Individuals are interested in deriving some monetary gain from direct marketing programs (Milne and Gordon, 1993). In the same vein, it was found that recipients respond in a positive manner to advertisements that transfer incentives (Varshney, 2003). In a Nokia-sponsored survey, conducted by HPI Research Group, it was concluded that almost 86% of the respondents confirmed that there should be a monetary or nonmonetary benefit for accepting mobile advertisements (Pastore, 2002). Similarly, incentives offered to mobile users may result in granting permission for receiving SMS ads (Demarneffe, 2008; Drossos et al., 2007; Pastore, 2002; Tsang et al., 2004; Varshney, 2003). In particular, positive attitude has been found to be positively correlated with

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incentives for mobile ads (Aslam et al., 2016). Previous research supports that users expect a reward for receiving SMS advertisements (Dharmadasa and Alahakoon, 2014; Saadeghvaziri and Seyedjavadain, 2011). In order to discover whether incentive has an impact on consumer acceptance of SMS advertising, it is hypothesised that: H6

Providing incentives for receiving SMS ads has a significant positive influence on consumer attitude towards SMS advertising.

3.7 Brand familiarity Brand familiarity refers to the consumers’ level of direct and indirect experience with products or brands (Alba and Hutchinson, 1987; Hoch and Deighton, 1989; Kent and Allen, 1994), individual’s subjective experience (Pieters et al., 2002), consumers’ brand knowledge and associations (Campbell and Keller, 2003), and the extent of importance attached by consumers to the brands (Simonin and Ruth, 1998). The existing relevant marketing literature found that brand familiarity is an important predictor influencing consumers’ decision-making (Bettman and Park, 1980; Coates et al., 2006; Martinez et al., 2008; Park and Lessig, 1981), advertising effectiveness (Campbell and Keller, 2003), and behavioural responses (Al Khasawneh, 2012; Söderlund, 2002). In particular, Coates et al. (2006) asserted that advertisements for familiar brands were considered to be more effective in terms of achieving the desired communication objectives in comparison to advertisements for unfamiliar brands. In order to further examine the extent and nature of the relationship between familiarity and the attitude towards SMS advertising, it is hypothesised that: H7

Brand familiarity has a significant positive influence on consumer attitude towards SMS advertising.

3.8 SMS ad relevancy Advertising relevancy has been identified by Lastovicka (1983) as the degree to which the advertising and its message content are pertinent, applicable, and related to consumers’ needs. In the context of SMS advertising, consumers expect SMS advertising to be highly relevant to them as the mobile phone has a personal nature (Barwise and Strong, 2002; Rau et al., 2011). High relevance can only be obtained by sending reliable information to consumers (Al Khasawneh, 2012). Previous studies related to relevancy of SMS advertising can be categorised into two streams; the first stream of research suggested that sending SMS ads relevant to consumers will have a significant influence on perceiving SMS advertising as a valuable service (Haghirian et al., 2005; Merisavo et al., 2007; Vatanparast, 2007; Xu et al., 2008). The second stream of research viewed that SMS ads would provide more value for end users if they are received at suitable times and locations (Dix et al., 2016; Merisavo et al., 2007; Carroll et al., 2007; Rau et al., 2011; Vatanparast, 2007; Xu et al., 2008). However, many previous studies have not supported the second view (Muk and Babin, 2006; Drossos et al., 2007). For further investigation, it’s hypothesised that: H8

Relevancy of SMS advertisements has a significant positive influence on consumer attitude towards SMS advertising.


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3.9 Personalisation Personalisation refers to building a meaningful one-on-one relationship, by considering the needs of each individual (Rieken, 2000), and customising the content of the advertising message accurately to match individual preferences (Bauer et al., 2005; Rau et al., 2011). Employing one-on-one marketing, through serving and customising offered to individual customers, is well established in marketing and plays a significant role in customer relationship marketing. In particular, messages of a more personalised nature are usually perceived more positively than mass-market messages by consumers (Humbani et al., 2015; Xu et al., 2008). Similarly and according to Saadeghvaziri and Seyedjavadain (2011), sending personalised text messages through the mobile platforms are more relevant to consumers than non-personalised messages as it is able to provide consumers with exact information and serve their personalised needs. Taking this point further, Kalakota et al. (2002) stated that personalised mobile advertising has the ability to attract significant attention. Many practitioners called for message personalisation as a possible solution to increase the effectiveness of SMS Advertising. Further support for this view has been provided by DeZoysa (2002) Leppaniemi and Karjaluoto (2005) and Robins (2003) who argued that customers tend to be more receptive to messages that are customised to their needs and preferences. Another study conducted by Xu (2006) found that marketers are able to reach their potential customers in a very individual manner and enhance their relationship with them by using personalised messages. Empirically, permission causes a positive and significant impact on the attitude of customers and the attitude has been found to be positively related to the intention of customers to receive SMS ads (Aslam et al., 2016). Thus, it is hypothesised that: H9

Personalised SMS messaging has a significant positive influence on consumer attitude towards SMS advertising.

3.10 Subjective Norms Subjective norms refer to an individual’s perception of the social (family colleague, peers, and friends) pressure on him either to perform or not perform the behaviour in question (Fishbein and Ajzen, 1977). The subjective norm construct according to the Ajzen (1991) suggest that people often act based on their perception of what ‘important others’ to them think they should do or how they think they should behave. Many studies have identified subjective norms as an important determinant of behavioural intentions (Lin, 2008; Muk and Chung, 2015; Taylor and Todd, 1995; Yi et al., 2006). Such a relationship is formerly illustrated in the Theory of Reasoned Action (TRA), developed by Fishbein and Ajzen (1977), and shows that intentions are shaped through attitudes and social norms which in turn form or even influence an individual’s behaviour. Moving into the mobile marketing context, several previous studies specified that subjective or social norms influence consumer acceptance of SMS advertising. For instance, in their empirical studies, Mansour (2012) found that subjective norms were positively and significantly related to attitudes toward mobile advertising, whereas Bauer et al. (2005) implied that social norms have only a slight direct influence on the behavioural intention towards mobile marketing activities. By reflecting these considerations, the following hypothesis is suggested:

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H10 Social norms have a significant positive influence on consumer attitude towards SMS advertising.

3.11 Consumer control Several mobile-marketing related studies have investigated the concept of consumer control (Tsang et al., 2004; Scharl et al., 2005; Standing et al., 2005). The importance of the consumer control construct in the context of mobile marketing comes from users’ preferences to be able to control ads received into their mobile devices in terms of time, location, content and frequency aspects (Pietz and Storbacka, 2007). A further explanation for this point is presented by Shimp (2007) who stated that successful advertiser must gain consumers permission regarding receiving ads through their mobile phones. Therefore, the following hypothesis is proposed: H11 Consumer control of SMS advertising has a significant positive influence on consumer attitude towards SMS advertising.

3.12 Attitude toward mobile advertising Fishbein (1976) defined an attitude as a learned predisposition of human beings. Attitude is an imperative construct in the existing literature related to marketing and information systems. It is observed that there is a universal agreement that attitude towards advertising can be considered as “…a learned predisposition to respond in a consistently favourable or unfavourable manner to advertising in general” (Lutz, 1985, p.53). Over the past two decades, attitudes toward advertising have been studied more than any other concept in the marketing area (Al Khasawneh, 2012, 2015a, 2015b; Ishaq et al., 2015; Kabadayi and Kachersky, 2012; Lin and Chen, 2015; Pollay and Mittal, 1993; Shavitt et al., 1998; Wang et al., 2002), because of its relation to consumer responses towards advertisements (Schlosser et al., 1999) and its influence on behavioural intentions (Dix et al., 2016; Goldsmith and Lafferty, 2002; Humbani et al., 2015; Lutz, 1985; McMillan et al., 2003; Muk and Chung, 2015; Poh and Adam, 2002). In general, consumer attitude is an important variable for evaluating the effectiveness of advertising messages and advertising campaigns. Therefore, the emphasis has been on attitude towards SMS advertising as the fundamental variable to examine the acceptance of SMS advertising. Thus, it is postulated that: H12 Consumer attitude towards SMS advertising has a significant positive influence on consumer acceptance of SMS advertising. In our research model, we have regrouped all the factors impacting m-commerce, internet marketing and mobile marketing into three general themes that could be applied to the specific topic of SMS advertising: SMS advertising value, SMS advertising content, consumer-related factors, attitude toward SMS ads and consumer acceptance of SMS advertising. The model is presented in Figure 1.

Developing and validating a comprehensive model of factors Figure 1

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The proposed model

SMS advertising value Informativeness Entertainment H1

Irritation

H2 H3

Credibility H4

Incentive

SMS Content Clarity Brand Familiarity

H5

Attitude towards SMS advertising

H12

Consumer acceptance of SMS advertising

H6 H7 H8 H9

H10

H11

Relevancy Personalisation Subjective norm

4

Consumer control

Methodology

A quantitative approach using survey instrument was applied in this research to investigate Jordanian customers’ attitudes towards SMS advertising. The use of a survey was deemed appropriate because of its ability to collect quantitative data to test the research hypotheses. In addition, logical comparisons can be made through quantitative research in order to account for the variance in SMS-attitude phenomena, and measure quantity, intensity and frequency (Neeman, 2005). The targeted population was all mobile using Jordanian customers, which in turn increases the possibility to get a high accuracy generalisation of this population (Neeman, 2005). In addition, a deductive approach was followed to ensure data relevancy, by only answering questions that are relevant to the research objectives. Details about the data collection, instrument development, and instrument validity and reliability are presented in the subsequent sections.

4.1 Data collection Data were collected using a convenience sampling approach via an online selfadministered survey. A total of 358 respondents took the survey within a two-month period (June–July, 2015). Respondents were invited to take the survey via an email of the survey website link or through digital social media networks. As an incentive for participation, respondents were given the chance to enter a prize draw of mobile-device accessories through a gift voucher with a value of 30JD. Given that 37 responses were discarded due to incompletion, a net sample of 321 usable questionnaires was deemed valid for the research.

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4.2 Instrument development The 45 question survey instrument was adapted using the conceptualisation and development work found in the marketing literature. To specify, the questionnaire contained four measuring items for variables such as informativeness and attitude toward SMS advertising. Whereas entertainment, credibility, incentive, brand familiarity, relevancy, personalisation, clarity subjective norm and consumer control had three measuring items each. Both irritation and consumer acceptance were measured by associating five items each. In addition, five items were developed to measure demographic variables; namely: gender, age range, educational level, work and marital status. A seven-point Likert scale was used to measure the constructs presented in the proposed model (scores ranged from 1= ‘strongly agree’ to 7 = ‘strongly disagree’, with the ‘neutral’ score = 4). This scale could effectively allow respondents to express their opinions in this research, as it offers a wider range of agreement levels to a statement than the traditional five-point scale. The survey was available in two languages (Arabic and English). When translating the questionnaires from English to Arabic, the researchers ensured that the meaning of the source language statement was preserved to achieve the semantic equivalent (Inglis et al., 2002). The survey instrument was refined during a pre-test to ensure the internal consistency of the measured instrument, with the involvement of 25 respondents. Consequently, only one item associated with the construct ‘incentive’ (INC3) was rephrased. Afterwards, a pilot sample was conducted by 42 respondents to assure the reliability and validity of the instrument. As a result, all measuring items were clear and sound.

4.3 Instrument validation The validity of the questionnaire was tested, in order to make sure it measures what it is supposed to measure (Straub, 1989). The items in the survey instruments were mostly adapted from the items developed by Ducoffe (1996), Fishbein (1976), and Brackett and Carr (2001). In addition, a panel of three academics was employed to assess the face validity of the questionnaire, they indicated that questions were easy to understand and unambiguous. Thus, validity of the survey instrument has already been established. Also, the instrument reliability was assessed to check the extent to which the items measure the same way each time they are used, under the same conditions, with the same sample (Hair et al., 1998). Instrument’s reliability was maximised by using clear conceptualisation of the factors and ensuring accurate measurements, in addition to operationalising each group of factors with multiple indicators (Neeman, 2005). Furthermore, the questionnaire was pre-tested and modified to ensure that it was easily understood. Additionally, reliability of the instrument was measured by examining the internal consistency of the pilot sample, which was determined statistically by the procedure developed by Cronbach in 1951 (Hair et al., 1998). Cronbach’s alpha splits all the questions in the instrument every possible way and computes correlation values for them all. Cronbach’s Alpha coefficients for all the constructs ranged from .72 to .93, all well above the .70 standard of reliability suggested (Hair et al., 1998; Neeman, 2005). Thus, internal consistency of the instrument was demonstrated. All these measures indicate that the instrument is valid for further analysis.


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4.4 Data analysis A total of 321 valid surveys were obtained. Descriptive statistics were performed using SPSS 18.0 to overview the sample participated in the survey, whereas a regression analysis was performed to check the effects among various constructs. The regression analysis method used in this research is structural equation modelling – partial least squares (SEM-PLS). SEM-PLS is a second-generation comprehensive statistical data analysis approach that is more powerful than other first-generation multivariate techniques that can measure single relationships one at a time (Field, 2008; Hair et al., 2016). PLS approach was appropriate considering the size of the model, enabling us to extract meaningful results from the number of responses obtained. The rule of thumb for determining the smallest sample size required to perform PLS analysis is that the sample must comprise 10 times the number of items present in the largest construct (Hair et al., 2016). SmartPLS 2.0 was used to perform inner and outer model regression analysis. Findings are shown in the scenario below.

5

Findings and analysis

A breakdown of the demographic and background characteristics of the participants’ shows that male respondents were found to be the majority of the sample (57.9%) and most of the respondents’ ages ranged from 20–39 years of age. According to respondents’ educational level, two thirds of the sample was tertiary educated, and more than half were bachelor holders. As for work, most of the respondents were employees (accounted for 42%), whereas a quarter of the whole sample were students, followed by respondents’ with own business. Further demographic details are shown in Table 3. By preparing the items for the PLS analysis, four items, namely: IRR1, FAM1, REL2 and ACP3 were reverse coded before conducting the regression analysis, to ensure that all of the items are consistent with each other, in terms of the scale implied (what an agree or disagree indicates) . As other self-reporting surveys, the common method variance was assessed against spurious associations among the variables (Howard, 1994), via Harman’s one factor test (Igbaria et al., 1997; Podsakoff et al., 2003). The one factor test involves entering all items to measure the different constructs into a single factor analysis to determine the number of factors that account for the variance in the variables (Podsakoff et al., 2003). The dominance of one factor would indicate that the items were related because of the common method. By subjecting all of the items to the same factor analysis, 13 factors were extracted with Eigen values higher than one, and the most covariance explained by one factor was 32.1%, which means that a substantial amount of common variance was not evident; a single factor did not emerge and did not account for the majority of the variance in our model (Igbaria et al., 1997). This implied that the data was ready for subsequent analysis, which was PLS analysis. The PLS model is usually analysed and interpreted in two stages; firstly, by assessing the reliability and validity of the measurement model (constructs and items); and secondly, by assessing the structural model through interpreting the path coefficients and identifying the adequacy of the research model (Hair et al., 2016). The subsequent section discusses the results of these two stages.

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Table 3

Demographic profile of participants

Demographic variable categories

Response information (N = 321)

Gender

Male

186

Age

Education

Work

Marital status

(57.9%)

Female

135

(42.1%)

Under 20

34

(10.6%)

20–29

102

(31.7%)

30–39

94

(29.3%)

40–49

69

(21.5%)

50–59

18

(5.6%)

60 and above

4

(1.2%)

Primary school

9

(2.8%)

High school

29

(9.0%)

Diploma

44

(13.7%)

Bachelor

167

(52.0%)

Higher studies

72

(22.4%)

Employee

135

(42.0%)

Worker

7

(2.2%)

Own business

74

(23.1%)

Student

83

(25.8%)

No work

14

(4.4%)

Other: house wife

8

(2.5%)

Single, never married

143

(44.5%)

Married

116

(36.1%)

Separated

49

(15.3%)

Divorced

11

Widow

(3.4%) 2(0.6%)

5.1 Measurement (outer) model results In order to view the correlations between the latent variable and the reflective indicators in their outer model, the values of the outer loadings were examined. Indicators with an outer loading above 0.7 were retained, whereas indicators with outer loadings between 0.4 and 0.7 were “considered for removal from the scale only when deleting the indicator leads to an increase in the composite reliability (or the average variance extracted) above the suggest threshold value” [Hair et al., (2016), p.103]. Indicators with very low outer loadings (below 0.4) were eliminated from the scale. As a result, the vast majority of the items were above the acceptable level of (0.5), and thus demonstrating reliable items. However, two items: FAM2 and CTR2 were found with low loadings: (0.016), and (0.248) respectively. Therefore, as recommended by Hair et al. (2016), these items were eliminated from this study and were not involved in further analysis. In addition, three items, namely FAM1, REL2 and ACP3 were found with relatively low loadings: (0.495), (0.414) and (0.423) respectively. Those items were initially accepted but were examined against the composite reliability and the average


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variance extracted, to check whether they could increase the validity of their associated constructs if they were under the acceptable level. In total, 47 validated items out of 50 were used to measure the dependent and independent variables (excluding the demographic variables), as shown in Appendix A. Additional testing of the quality and the scales was conducted, which established the construct’s validity and reliability. Construct validity assesses whether the measures chosen are true measures of the constructs describing the event, and that these measures are actual tools for representing or measuring the construct being investigated (Gefen and Straub, 2005; Hair at al., 2016). For the current study, construct validity was established, including both convergent and discriminant validity. Convergent validity refers to the extent to which a measure correlates, or converges, with other measures of the same construct (Hair et al., 2016). Convergent validity is demonstrated when the Average Variance Explained (AVE) value between the constructs is equal to, or exceeds, 0.5 (Fornell and Larcker, 1981; Hair et al., 2016). As presented in Table 4, the AVE scores for the majority of the constructs in the model were more than .50, which meets the first requirement of achieving convergent validity. However, only one construct ‘brand familiarity’ showed low AVE score (.462) which is below the acceptable level, as highlighted in the same table (Table 4). Thus, this construct was a potential for elimination. Another approach to assess the convergent validity of the constructs is to examine the composite reliability of the constructs (Fornell and Larcker, 1981). All constructs exhibited acceptable to high scores of composite reliability, exceeding the .70 threshold recommended by Hair et al. (2016), except the ‘brand familiarity’ construct which demonstrated invalidity (CR = 0.612). This result supports the decision of excluding this construct from the study. Table 4

Validity and reliability estimates of the constructs

Construct

Average variance explained

Composite reliability

Reliability estimates (Cronbach’s alpha)

Acceptance

0.877277

0.959211

0.899896

Attitude

0.740042

0.919272

0.883145

Brand familiarity

0.462314

0.61281

0.248153

Clarity

0.626068

0.833457

0.705821

Control

0.689461

0.816177

0.749771

Credibility

0.66976

0.858574

0.756156 0.923627

Entertainment

0.867445

0.951529

Incentive

0.614457

0.823873

0.71147

Informativeness

0.739033

0.918223

0.883072

Irritation

0.625653

0.869121

0.816374

Personalisation

0.829508

0.935796

0.897351

Relevancy

0.727313

0.86098

0.745545

Subjective norm

0.639218

0.826587

0.715598

In order to assess the internal consistency, Cronbach’s alpha measures need to be examined.

0.446 0.474 0.524 0.437 0.349 –0.414 0.425 0.657 –0.342 0.228

Clarity

Credibility

Entertainment

Incentive

Informativeness

Irritation

Personalisation

Relevancy

Control

Subjective norm

0.746 –0.304

Brand familiarity

0.936

Attitude

Acceptance 0.860

0.342

–0.413

0.551

0.377

–0.427

0.502

0.434

0.531

0.630

0.537

–0.224

–0.126

0.015

–0.262

–0.145

0.235

–0.106

–0.253

–0.103

–0.346

0.005

0.679

0.830

–0.074

–0.207

–0.193

0.042

0.174

0.292

–0.106

–0.214 –0.052

0.543

0.367

–0.481 –0.191

0.504

0.505

0.418

0.488

0.791

0.251

0.511

0.504

–0.348

0.564

0.469

0.455

0.818

0.240

0.315

0.431

–0.419

0.656

0.248

0.931

0.366

0.694

0.456

–0.319

0.287

0.783

0.291

0.260

0.327

–0.415

0.859

–0.074

–0.352

–0.297

0.790

0.085

0.514

0.910 0.176

0.852 1

Brand Subjective Clarity Control Credibility Entertainment Incentive Informativeness Irritation Personalisation Relevancy familiarity norm

Table 5

Acceptance Attitude

18 M.H. Al Khasawneh and A. Shuhaiber Correlation matrix among construct scores


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Internal consistency is achieved when reliability estimates are greater than .70 (Field, 2008; Hair et al., 2016). The .07 threshold is regarded in the fields of marketing and Information Systems reported data to be the most commonly accepted cut off point (Chin et al., 2003). Those measurements that demonstrate low reliability levels should not be further investigated, as the convergent validity would not be achieved (Hair et al., 2016). As presented in Table 4, many scores exhibited acceptable to high reliabilities, with Cronbach’s coefficient alpha exceeding the .70 threshold recommended by Field (2008) and Hair et al. (1998), thereby, satisfying the second requirement of convergent validity. However, only one construct was found with very low and unacceptable reliability scores; ‘brand familiarity’, which scored 0.248. This construct was eliminated and was not included in step two of the PLS model analysis. Having provided evidence of the convergent validity of the constructs, the discriminant validity was assessed. Discriminant validity examines the extent to which an independent variable is truly distinct from other independent variables in predicting the dependent variable (Hair et al., 1998). One popular approach to assess the discriminant validity followed in the current research was through examining the cross-loadings comparisons between constructs. Specifically, the AVE of each latent construct should be higher than the construct’s highest squared correlation with any other latent construct (Hair et al., 2016). The square roots of the AVE values of all constructs are calculated, and compared with correlations between constructs. The results in Table 5 indicate that all constructs in the research model achieved this criterion as none of the off-diagonal elements exceeded the respective diagonal element. Thus, discriminant validity was demonstrated. In summary of the first round PLS (outer) analysis, the measurement model results provided support for the reliability, convergent and discriminant validities of the majority of the constructs and their measures used in the current research, except one construct ‘brand familiarity’. In addition, the majority of the items used to measure the constructs demonstrated validity except two items (FAM2 and CTR2), resulting in the deletion of these two items. The assessment of the quality of the inner (structural) model is discussed in the following section.

5.2 Structural (inner) model results. An assessment of the structural model was undertaken to determine the significance of the paths and the predictive power of the model through the PLS algorithm, then by considering a bootstrapping process that involved 5,000 random re-samples from the original data set to determine the significant levels of path coefficients (Hair et al., 2016). Firstly, a systematic assessment of the structural model was conducted to assess the significance of path coefficients by examining the standard error, t-statistics R-squared value and confidence interval (Chin et al., 2003). The amount of variance explained by R² provides an indication of the model fit (Hair et al., 1998) as well as the predictive ability of the endogenous variables (Chin et al., 2003). Hair et al. (2016) suggest that the minimum level for an individual R² should be greater than a minimum acceptable level of .10. Table 6 highlights the hypotheses of the study, and shows the path coefficient between the exogenous and endogenous variables, the average variance accounted for, R² and bootstrap critical ratios. The bootstrap critical ratios (T Statistics) determined the

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stability of the estimates and were acceptable at ranges between –1.96 and +1.96 (Chin et al., 2003). The R² value of ‘attitude towards SMS ad’ was found equal to 60.1% and for ‘acceptance of SMS ad’ was 55.7%, indicating that both were greater than the Hair et al.’s (1998) recommended level of .10; therefore, it was appropriate to examine the significance of the paths associated with these variables. All of the paths and all variables had bootstrap critical ratios as shown in Table 6. The results of each path are interpreted in the next section. Table 6

Influence paths and hypotheses results

Endogenous variables → Exogenous variable

H#

Path

Critical ratio T-statistic

Hypothesis result

Informativeness → Attitude Entertainment → Attitude Irritation → Attitude Credibility → Attitude Clarity → Attitude Incentive → Attitude Brand familiarity → Attitude Relevancy → Attitude Personalisation → Attitude Subjective norm → Attitude Consumer control → Attitude Attitude → Acceptance

H1 H2 H3 H4 H5 H6 H7 H8 H9 H10 H11 H12

0.026 0.197 0.049 0.271 0.177 0.029 0.176 0.014 0.142 0.247 0.750

0.310 *2.447 0.877 **3.786 *2.527 0.407 *2.086 0.213 *1.970 **4.634 **21.557

Not supported Supported Not supported Supported Supported Not supported Eliminated Supported Not supported Supported Supported Supported

Notes: * Sig at .05/**Sig at .01 (O/STERR): original sample (path coefficient)/standard error. Figure 2

Tested research model

SMS advertising value Informativeness Entertainment 0.311

Irritation

0.197

Credibility

–0.049 0.271

Incentive

SMS content Clarity

Attitude towards SMS advertising R²=0.60

0.029

0.177 0.176 0.014

Relevancy

0.142

0.247

Personalisation

Subjective norm

Consumer control

0.750

Consumer acceptance of SMS advertising R² = 0.56


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All path coefficients are demonstrated on the tested model in Figure 2. Normal arrows present significant paths, whereas dotted arrows present insignificant paths coefficients.

6

Discussions, implications and conclusions

The study validates the model of factors influencing consumer attitude towards and acceptance of SMS Advertising, and the empirical results strongly support the model in predicting consumers’ attitudes towards and acceptance of SMS advertising. In particular, the overall explanatory power of the current research model had an R-square of 60% for consumer attitudes towards SMS advertising and 56% for consumer acceptance of SMS advertising, indicating that the tested model had the capability of explaining a relatively high percentage of variation of consumer attitude towards and acceptance of SMS advertising. In addition, the current study found that consumer attitude towards SMS advertising was significantly impacted by credibility, consumer control, entertainment, message clarity, relevancy and subjective norms in their order of influencing strength. Whereas, factors including informativeness, irritation, incentives and personalisation did not play significant roles in affecting consumer attitude towards SMS advertising. The findings show that acceptance of SMS advertising can be explained by consumer attitude towards SMS advertising which is consistent with the results of studies conducted by Tsang et al. (2004) and Xu et al. (2008). Credibility and consumer control have emerged as the strongest influential factors impacting consumers’ attitudes towards SMS advertising and consequently their overall intention to accept SMS advertising. First, the empirical evidence of the current research indicates that credibility is the most important and powerful factor in positively influencing customers’ attitudes towards SMS advertising, implying that those consumers who perceive SMS advertising as credible and trustworthy were more likely to have a positive attitude towards SMS advertising. This result is consistent with previous research findings within the traditional and mobile advertising context (Al Khasawneh, 2012, 2015a; Brackett and Carr, 2001; Dahlén and Nordfält, 2004; Friman, 2010; Haghirian and Madlberger, 2004; MacKenzie and Lutz, 1989; Tsang et al., 2004; Van der Waldt et al., 2009). For this reason, it is essential, for the success of an SMS advertising campaign, not only with regards to the operational characteristics but also the perceived credibility of SMS advertising. Therefore, SMS advertising developers should focus on enhancing customer credibility when planning and developing SMS advertising campaigns. Second, consumer control was found to have a significant positive impact on consumer attitude towards SMS advertising and was the second most powerful predictor of the acceptance of such ads. This finding is consistent with most of the previous studies within the extant relevant literature indicating that consumers pursue the control of the number and types of advertising messages they receive and the provision of permission before receiving them (Bamba and Barnes, 2006; Barnes and Scornavacca, 2004; Bauer et al., 2005; Carroll et al., 2007; Dickinger et al., 2004; Grant and O’Donohoe, 2007; Hanley and Becker, 2008; Leppaniemi and Karjaluoto, 2005; Maneesoonthorn and Fortin, 2006; Okazaki et al., 2009). This indicates that SMS ads that are sent to consumers without having their explicit approval are less likely to be accepted. This implies that companies should explicitly and clearly seek consumers’ permission to

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receive SMS ads. In addition, companies sending SMS ads should give the choice to consumers to either keep or remove themselves from the list of recipients. The data findings also indicated that entertainment had a significant positive influence on consumers’ attitudes towards SMS advertising. Consistent with this finding, several mobile advertising studies have found that entertainment strongly affects attitude toward mobile ads (Al Khasawneh and Shuhaiber, 2013; Bauer et al., 2005; Liu et al., 2011; Tsang et al., 2004; Van der Waldt et al., 2009). Taking these findings into consideration, it may be proposed that marketers look into creating humorous SMS advertisements as these can help to gain the attention of readers as suggested by Barwise and Strong (2002) and Van der Waldt et al. (2009). Furthermore, marketers need to look at ways of increasing the entertainment as well as the level of enjoyment consumers’ associate with the receiving of SMS advertisements. Fourth, message clarity was found to have a significant positive impact on consumer attitude towards SMS which is consistent with previous findings by Taylor et al. (2006) within the context of billboard advertising. Taking into consideration that there is limited research attention regarding the influence of such a factor on consumer attitude towards SMS advertising, this finding extends SMS advertising research by asserting that SMS message clarity influences positively consumer attitude towards SMS advertising. This result implies that message clarity is an important element to the success of advertising. Regarding relevancy of SMS advertising, the empirical evidence in the current study is consistent with many previous studies including Al Khasawneh (2012), Carroll et al. (2007), Pagani (2004) and Nasco and Bruner (2008), which found that consumers were more likely to accept the messages when the content was relevant to them. That is, the current study supports that SMS ad relevancy plays a determinant role in influencing consumer attitude towards SMS advertising, which in turn lead to greater acceptance of SMS advertising. Hence, SMS advertising developers should focus on providing customers with relevant ads on the basis of their profile, interests, location or situations. This finding is also supported by Varshney and Vetter (2002) and Rao and Minakakis (2003), who stated that, in order to enhance the effectiveness of mobile advertising, marketers need to send precise messages based on knowledge of customer profiles, histories, interests and needs, and who stated the importance of having marketing. Such relevant information helps to reduce the likelihood of a negative reaction. The findings of the current study also found that subjective norms have a positive influence on consumer attitude towards SMS advertising which is consistent with previous research conducted by Al Khasawneh (2015b), Bauer et al. (2005), Mansour (2012), and Soroa-Koury and Yang (2010). This indicates that family, friends, colleagues and media do significantly affect customers’ attitude and acceptance of SMS advertising. A possible explanation of the results is that family, friends, colleagues and media had experiences with SMS ads and therefore they have the information needed to assist potential adopters to make relevant decisions. Additionally, consumer attitude towards SMS was found to have a strong positive influence on consumer intention to accept SMS advertising. This conclusion has been confirmed by many previous studies stating that there is a direct relationship between consumer attitudes and consumer behaviour within various contexts (Al Khasawneh, 2012, 2015a, 2015b; Tsang et al., 2004; Xu et al., 2008). Moreover, attitude is predicted jointly by credibility, consumer control, entertainment, message clarity, relevancy and subjective norms which suggested that the inclusion of attitude in the research model is meaningful and significant.


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The results, in turn, indicate that the influence of informativeness, irritation, incentives and personalisation of attitude towards SMS advertising were insignificant. This finding is surprising as most prior related existing research asserted that informativeness of the advertising message was found to be strongly and positively related to consumers attitudes towards the advertising (Ducoffe, 1996; Haghirian et al., 2005; Leung, 2007; Merisavo et al., 2007; Oh and Xu, 2003; Tsang et al., 2004). The insignificant impact of informativeness on attitude may be explained by the fact that consumers do not heavily rely on the information included in the SMS ad as it’s a short and limited message. Moving into irritation, it appears that consumers have no more concerns about the irritation factor in SMS ads, especially as they have gotten used to receiving many alerts and notifications on their smartphones and handheld devices. The incentives factor was found to have insignificant influence on attitude, implying that most respondents did not find financial incentives as an inhibiting factor on the acceptance of such ads, which is inconsistent with the findings of Barwise and Strong (2002), Bauer et al. (2005) and Xu et al. (2008). This emphasises the fact that consumers do not show concerns about potential monetary benefit or sales promotions included in the SMS ads. The current research disconfirms that users expect a reward for receiving SMS advertisements. This study contributes to the field of consumer behaviour, both in academia and practice, particularly in the mobile advertising behaviour and adoption aspects. From an academic perspective, this paper has responded to important calls that encourage conducting research on the potential drivers of consumers’ attitudes toward and acceptance of SMS advertising especially in emerging markets and Arab countries (Al Khasawneh and Shuhaiber, 2013). Our empirical findings are consistent with previous research findings and also help in closing gaps identified previously. From a practical perspective, this paper represents one of the early attempts devoted to examine an integrated model of consumers’ attitudes toward as well as consumer acceptance of SMS advertising in Jordan.

7

Limitations and future work

This study has some limitations. Firstly, although most of the factors in the SMS advertising literature have been included in this study, there were a few factors that were not tested because of their irrelevancy in the context of Jordan (such as consumer trust and technological conditions) or factors with less importance and significance (such as message appeal, message innovativeness and product involvement). However, such factors could be considered for testing in future research work. Additionally, the cultural dimensions could be extensively focused on and examined in future research. Secondly, despite pre-testing and a pilot study to ensure items reliability, there might be semantic and linguistic biases in translation from English to Arabic. Thirdly, as any research applying the survey-based method, this study was prone to the inherent limitation of measurement errors (Neeman, 2005), which is associated with the type of questionnaire used in this research; cross-sectional. This means that the causality of customer acceptance of SMS advertising can only be inferred, but cannot be proven, which in turn could decrease the statistical power and the capability to estimate a greater range of conditional probabilities of accepting SMS advertising and could diminish the deduction

24


value regarding changes with time (Yee and Niemeier, 1996). Nevertheless, the measurement errors were minimised, as indicated by the study’s good validity and reliability results reported and a future study could be conducted in a longitudinal fashion, which would make possible stronger causal conclusions.

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Appendix A Item loadings Construct

Code

Item

Entertainment

ENT1

I find SMS advertising messages is entertaining.

0.929

ENT2

I find SMS advertising messages is enjoyable.

0.941

ENT3

I find SMS advertising messages is exciting.

0.923

INF1

I think SMS advertisements are good source of information of products/services

0.890

INF2

I consider the information in SMS advertising valuable.

0.899

INF3

I think SMS advertising is a good source of up-todate product information

0.916

INF4

SMS advertising provides me with timely information

0.717

IRR1

I feel offended by SMS advertisements.

0.617

IRR2

I feel annoyed when receiving SMS advertisements.

0.772

IRR3

I feel SMS advertisements are deceptive.

0.690

IRR4

I feel the timing of receiving SMS advertisements is suitable for me.

0.557

IRR5

I feel that receiving SMS advertisements can breach my privacy

0.792

Informativeness

Irritation

Credibility

Personalisation

Attitude towards SMS advertising

Item loading

CRD1

I find SMS advertisements truthful.

0.827

CRD2

I find SMS advertisements trustworthy.

0.857

CRD3

I find SMS advertisements are believable to be used as a reference for purchasing

0.767

PRS1

I feel that SMS advertisements display personalised content to me.

0.864

PRS2

I find SMS advertisements are tailored to my expectations.

0.947

PRS3

I think advertisers take my preferences into account in their SMS advertisements.

0.918

ATT1

SMS advertisements are good.

0.855

ATT2

I react favourably to SMS advertisements.

0.856

ATT3

I like reading SMS advertisements.

0.865

ATT4

I feel positive towards SMS advertisements

0.862


33

Item loadings (continued) Construct

Code

Item

Item loading

Consumer control

CTR1

I feel I cannot control receiving SMS advertisements.

0.826

CTR2

I find it important that I can easily stop receiving messages

0.248

CTR3

I would not prefer receiving SMS advertisements without providing my permission

0.825

Incentives

Relevancy

Brand familiarity

Clarity

Social influences

Acceptance

INC1

I think SMS advertisements contain incentives.

0.809

INC2

Sales promotions are important incentives in SMS advertisements

0.620

INC3

I can benefit from SMS advertisements’ incentives.

0.895

REL1

I think SMS advertisements provide me with relevant product information.

0.858

REL2

I feel SMS advertisements do not meet my needs.

0.414

REL3

I receive SMS advertisements on the right time.

0.709

FAM1

It is important that I am familiar with brands included in SMS advertisements.

0.495

FAM2

It is important that I recognise brands included in SMS advertisements.

0.016

FAM3

I do not read SMS advertisements for brand names that I have not heard of.

0.943

CLR1

I feel SMS advertisements clear.

0.815

CLR2

I feel SMS advertisements understandable.

0.722

CLR3

I think SMS advertisements can give a full idea about products/services

0.831

SOC1

Views of people surrounding me can influence my acceptance of SMS advertising.

0.608

SOC2

Mass media (e.g., TV, newspaper, magazines, and radio) can influence my acceptance of SMS advertising.

0.866

SOC3

Digital media (e.g., Facebook, Twitter, search engines, online forums and blogs) can influence my acceptance of SMS advertising.

0.858

ACP1

I like reading SMS advertisements when receiving them

0.826

ACP2

I like interacting with SMS advertisements.

0.878

ACP3

I ignore SMS advertisements when receiving them

0.423

ACP4

I delete SMS advertisements once I receive them.

0.710

ACP5

Overall, I accept SMS advertising.

0.850

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