International Journal of Sales & Marketing Management Research and Development (IJSMMRD) ISSN 2249-6939 Vol.

3, Issue 2, Jun 2013, 1-22 TJPRC Pvt. Ltd.

A COMPREHENSIVE TJPRC Pvt. Ltd.,

MODEL OF FACTORS INFLUENCING CONSUMER ATTITUDE

TOWARDS AND ACCEPTANCE OF SMS ADVERTISING: AN EMPIRICAL INVESTIGATION IN JORDAN

TJPRC Pvt. Ltd.,

MOHAMMADHAMDI AL KHASAWNEH1 & AHMED SHUHAIBER2

1

Assistant Professor, Al Zaytoonah University of Jordan, Jordan

2

Senior Lecturer, Al Zaytoonah University of Jordan, Jordan

ABSTRACT
As one of the mobile marketing instrument, SMS (Short Message Service) advertising is gaining popularity in accessing consumers through their mobile devices. The success of this advertising instrument depends largely on its acceptance by consumers. However, little is known regarding the factors contributing to the success of SMS advertising from customers perspectives. This research aims to empirically investigate the significant factors that influence consumers attitude towards and acceptance of SMS advertising in Jordan. A conceptual model and hypotheses are tested with a sample of 220 Jordanian mobile phone users, and analysed quantitatively. The findings indicate that SMS informativeness, entertainment, credibility, clarity, incentive, personalization, relevancy, as well as subjective norms have positive significant influence on consumer attitude and acceptance of SMS advertising, whereas message irritation, brand familiarity and consumer control have negative significant influences. Based on the results, this paper rounds off with conclusions, recommendations for future marketing research and practice into SMS advertising.

KEYWORDS: Mobile Marketing, SMS, Advertising, Consumer Attitude and Acceptance, Jordan INTRODUCTION
Definitions and Statistics We have entered a new all mobile era, in which mobile phones assist humans in many fields and applications. Utilizing mobile technology in the marketing field leads to the concept of mobile marketing. One popular part of the mobile-marketing technology is the use of SMS (Short Message Service). SMS is an instant messaging system that allows mobile phone users to send, store and forward alphanumeric text messages of up to 160 characters to any GSM phone (Bamba & Barnes, 2006; Leung, 2007; Xu, 2006). The channel through which marketing messages are delivered to consumers about products and services through SMS is referred to SMS advertising (Tsang, Ho,& Liang 2004). The use of SMS as an advertising medium has received widespread attention in recent years (Leung, 2007). Along with the emergence of high development of telecommunication technologies and the increasing market penetration of mobile devices, the interest of global advertising industries in using this medium as a means of marketing communication is rising (Bauer, Barnes, Reichardt,& Neumann, 2005). According to SMS Marketing Statistics (2012), with four billion mobile phones in today's world, 86% of mobile users said that they receive or send at least one text message per week, though often it is much more. In 2012 alone, more than 9.6 trillion SMS messages were sent. In the SMS advertising context, 95% of all mobile users (both smartphone and non-smartphone users) have been connected to by brands that are using SMS marketing to reach their customers. In Jordan, and according to the latest regulatory data for the mobile market related to the end of December 2011, there were 7.482 million mobile subscribers (Jordan Telecommunications Report Q3 2012, 2012). SMS advertising is further expected to

MohammadHamdi Al Khasawneh & Ahmed Shuhaiber

grow rapidly with increasing mobile phone penetration and declining tariff rates, the thing that significantly impact the usage of mobile phone services; including SMS. Characteristics of SMS Advertising Some specific characteristics of SMS advertising are behind the high global and local usage rate of SMS advertising. Table 1 shows how consistent these characteristics with the SMS advertising literature. Ubiquity. Mobile phone users typically have their devices with them at all times and may leave it on standby for an average of 15 hours a day. In addition, nearly 100 percent of mobile phones can support SMS messages, with the high likelihood of them being read soon after receipt. Since all mobile phones can receive SMS and people hold their mobile devices whole the day, SMS advertising can reach them approximately anytime and anywhere. This can create new opportunities for advertisers. Interactivity. The nature of the bi-directional mobile phones enables their users to reply immediately to SMS messages. This interactivity makes it possible for advertisers to establish a direct catalogue with their potential customers, and to gain marketing campaign results quickly. Localization. Some geographic technologies such as Geographic information systems (GIS) and Global Positioning Systems (GPS) enable telecom operators to localize users and identify their current positions. These technologies enable advertisers to identify their potential consumers and send marketing impulses based on their locations. Consequently, consumers receive offers of close-by product and service providers, which increases the response rate to SMS advertising and makes it more useful and fruitful. Personalization (one-to-one marketing). A very personal relationship is maintained between mobile phone users and their devices as a mobile phone is always attributable to one single person. This one-to-one relationship leads to one-to-one marketing attribute. Personalizing SMS advertisements can be achieved by using information provided by consultancies' databases at an early stage or by the histor y of users purchasing patterns. This results in attracting consumers' attentions and gaining highly personalized marketing measures. Therefore, SMS advertising can be considered as a direct and personalized consumer communication. Viralmarketing. Although SMS advertising is considered as a direct marketing channel, it has viral effects to move from one recipient to another. An SMS recipient may forward the message to others who feel they would gain benefit from it. 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 enlarge the consumers-reach base and increase the SMS effectiveness. Table 1: Characteristics of SMS Advertising Characteristic Ubiquity Found in Literature Bauer et al. (2005); Bulander, Decker, Schiefer and Klmel (2005); Jamieson et al. (2010); Mirbagheri (2010) Bauer et al. (2005); Bulander et al. (2005); Haghirian and Madlberger (2005); Mirbagheri (2010); Van der Waldt, Rebello and Brown (2009), Xu (2006) Bauer et al. (2005); Haghirian and Madlberger (2005); Wunker& Hughes (2001); Xu (2006)

Interactivity

Localization

A Comprehensive Model of Factors Influencing Consumer Attitude towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan

Personalization

Viral marketing

Table 1: Contd., Bauer et al. (2005); Jamieson et al. (2010); Haghirian and Madlberger (2005); Rettie, Ruth, Grandcolas, and Deakins (2005); Saadeghvaziri and Seyedjavadain (2011); Xu (2006) Bauer et al. (2005); Mirbagheri (2010); Karjaluoto, Lehto, Leppniemi, and Mustonen (2007)

The features presented above support the great potential of SMS advertising as a convenient customer-oriented marketing instrument. Despite the continued growth and future potential of SMS as an advertising tool, the success of this advertising instrument depends largely on its acceptance by consumers. Little research has been conducted on the acceptance of this advertising medium by consumers, and the factors that may influence this acceptance. Furthermore, this study have focused on Jordanian perspective is yet to be understood. This is particularly important in the Jordan context where the success of a new medium such as SMS advertising relies on the acceptance of the medium by consumers. Therefore, this study aims to close this gap by providing insights to this important arena, through the examination of factors that impact consumer attitude towards and acceptance of SMS advertising. Next section(2) presents relevant literature of SMS advertising research, through which hypotheses and a conceptual model were developed. Sections 3 and 4 demonstrate testing the model, the research methodology and findings consequently. Last section (5) rounds off with conclusions, recommendations for future marketing research and practice into SMS advertising.

LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT

Based on the parent disciplines of mobile advertising and consumer attitude discussed in the existing literature, this section presents a 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 (See Figure 1). Informativeness Informativeness can be defined as the ability of advertising to inform consumers of product alternatives so that purchases yielding the greatest possible satisfaction can be made (Ducoffe, 1996, p.22 ; Waldt e t al. 2009) and the ability to successfully give related information (Oh & Xu, 2003). In the context of this study, informativeness can be viewed as the ability of advertising to deliver information to customers in order tosatisfy their needs. Advertising plays a major role in delivering information (Ling et al., 2010). Thus, advertisers in general want to transmit information via advertising messages (Gordon & Turner, 1997). Information received by consumers through mobile devices must demonstrate qualitative features like accuracy, timeliness, and usefulness for consumers (Siau & Shen, 2003). Accordingly, Varshney (2003) suggested that information is considered a valuable motivation that leads recipients to react very positively to advertisements. Previous research demonstrated that informativeness of the advertising message in the traditional and mobile context, was found to be among the strongest influential factor on consumers perceptions and attitudes (Bauer et al., 2005; Ducoffe, 1996; Haghirian et al., 2005; Luong, 2007; Merisavo&Kajalo, 2007; Oh & Xu, 2003; Siau & Shen, 2003; Sultan, Gao, & Rohm, 2010; Tsang et al., 2004; Xu, Liao, & Li, 2008). For example, Oh and Xo (2003) found that the advertising message is perceived as valuable as long as it provides information and thus creates some benefit for the consumer. Taking this point further, Haghirian et al. (2005) found that the higher the informativeness of mobile advertising messages, the

MohammadHamdi Al Khasawneh & Ahmed Shuhaiber

higher the perceived advertising value of the consumer. According to Tsang et al. (2004), perceived informativeness of mobile advertising has a direct positive effect on attitude toward mobile advertising. Consistent with this view, other studies conducted by Baueret al.(2005) and Merisavo and Kajalo (2007) identified information value as one of the strongest drivers of mobile advertising acceptance. They further argued that consumers develop a positive attitude toward mobile advertising, which in turn leads to the behavioural intention to use mobile services only if mobile advertising messages are providing a high information value. Based on the previous discussion, the following hypothesis is suggested: H1: Informativeness of SMS advertisements has a significant positive influence on consumer attitude towards SMS advertising. Entertainment Entertainment is defined as the ability to fulfil an audience needs for aesthetic enjoyment, fun diversion, or emotional pleasure (Ducoffe, 1996). Entertainment is considered as a promotional mechanism to encourage mobile marketing communication. The very nature of texting, with its own particular form of abbreviated language and more casual forms of communication (such as text flirting) was seen as entertainment in its own right (Grant & ODonohoe, 2007). In addition, the impulsive nature of phone-based entertainment supports this construct (Wilska, 2003), as especially young people use of telephony services for fun and enjoyment (Williams, Rice,& Rogers, 1998). Entertainment is also considered as a crucial factor for mobile marketing. It is essential that the message is concise and funny, and thus immediately captures consumers attention (Haghirian &Madlberger, 2005; Katterbach, 2002). Entertainment services can increase customer loyalty and add value for the customer (Haghirian & Madlberger, 2005). Previous studies show that consumers utilize SMS on the basis of fun and entertainment (Grant & ODonohoe, 2007; Haghirian &Madlberger, 2005; Van der Waldtet al., 2009). For instance, an empirical study conducted by Tsang et al. (2004) shows that entertainment is a significant factor affecting respondents attitudes toward mobile advertising. Moreover, it is found that consumers perceived entertainment utility of mobile marketing has a positive influence on consumers perceptions of the overall utility of mobile marketing, which in turn has a positive influence on consumer attitudes towards mobile marketing (Bauer et al., 2005). Therefore, we conclude that an entertaining advertising SMS is being perceived more positive by the recipient. Thus, it hypothesized that: H2: Entertainment has a significant positive influence on consumer attitude towards SMSadvertising. Irritation Irritation refers to any offending effects that may go against what a user values (Oh & Xu, 2003). In the context of advertising, irritation has been defined as employing tactics in the advertising that annoy, offend, insult, or are overly manipulative (Ducoffe, 1996; Waldt et al., 2009). The tactics advertisers use when competing for consumers attention can be annoying to the audiences. Taking this point further, irritation is a phenomenon whereby consumers tend to refuse advertisements if they have the feeling that the advertisement is too intrusive. If an individual feel indignity when being addressed by advertisements, this can mainly have an effect on their attitude toward advertising (Shavitt, Lowrey & Haefner, 1998). Moving in the mobile advertising context, most consumers are still quite uncomfortable with the concept of mobile business and they are sceptical whether these businesses are feasible and secure (Siau & Shen, 2003). Mobile advertising may provide an array of information that confuses the recipient and can be distracting and overwhelming the consumer with information (Stewart & Pavlou, 2002; Xu, 2006). Consumers may feel confused about them and react

A Comprehensive Model of Factors Influencing Consumer Attitude towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan

negatively. Another point of possible annoyance is unwanted messages, commonly known as spam (Dickinger, 2005), Spam intrudes into consumers privacy and hinder consumer acceptance. According to Haghirian et al.s (2005) findings, complex mobile advertising message can cause irritation among consumers, and this disturbance decrease the value of the advertising for consumers and may cause negative reaction toward mobile advertising. This finding has been previously confirmed by Tsang et al. (2004) who asserted that there is a negative relation between attitude toward mobile advertising and irritation. Timerelated information is closely linked with the location dimension. We therefore conclude that irritation caused by an incomprehensive or unwanted mobile advertising message may reflect negatively on consumers attitudes and the perceived advertising value of mobile marketing. Therefore, it is proposed that: H3: Irritation of SMS advertisements has a significant negative influence on consumer attitude towards SMS advertising. Credibility In the context of advertising business, McKenzie and Lutz (1989) defined advertising credibility as consumers perception of the truthfulness and believability of advertising in general. In addition, Daugherty et al. (2007) viewed advertising credibility as an expression of the consumers expectations regarding the fairness and factualness of advertising. Advertising credibility was proved to be significantly relevant to advertising value of web advertising (Brackett & Carr, 2001). Relevant research found that perceived advertisement credibilitywas among the first constructs that were empirically tested and found to exert influence on consumers attitudes toward s the advertising (MacKenzie & Lutz, 1989). Taking this point further, research conducted by various researchers has identified that there is a positive correlation between consumer perceptions of the credibility of an advertisement and consumer attitudes towards the advertisement (Brackett & Carr, 2001; Dahln & Nordflt, 2004). If consumers do not find the ad to be credible, this will negatively affect their attitude towards the ad (Dahln & Nordflt, 2004). Moving into the credibility concept within the mobile marketing context, it was found that consumers perceptions of the credibility value of SMS advertisements are positively correlated to consumers overall attitudes towards SMS advertisements (Fri man, 2010; Haghirian & Madlberger, 2004; Tsang et al., 2004; Waldt, et al., 2009). 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 hypothesized that: H4: Credibility of SMS advertising has a significant positive influence on consumer attitude towards SMS advertising. Message Clarity Advertising message clarity contributes to readability, though it deals more with whether the advertisement has an obvious, concise message than with how the message is actually presented. In consumer advertising, it is widely recognised that messages can be either poorly comprehended or mistakenly comprehended (Jacoby J & Hoyer, 1990). Despite advertisers' best efforts, consumers frequently misunderstand the specific claims that are made, the general conclusions reached, and/or the sponsors of the advertisements (Pechmann, 1996). Hence, it is commonplace for advertisers to test consumers' comprehension of advertisements in rough cut and/or final form, to rectify any problems that might arise (Pechmann & Stewart, 1990). Subtle changes in wording or dramatization can make a substantial difference in whether a message is generally understood by target audience members. Previous research has found that message clarity was considered as a significant factor to the success of advertising particularly in the context of billboard advertising (Taylor et al., 2006). Despite the importance of message

MohammadHamdi Al Khasawneh & Ahmed Shuhaiber

clarity in the context of mobile advertising and taking into consideration that SMS advertisement has a brief moment to influence consumers, scant research attention has been given to how message clarity influences consumers attitudes and acceptance of SMS advertising. Given the above discussion and the need to advance 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. Incentives Incentives are values or benefits from which consumers can advantage when receiving SMS advertisements (Hanley, Martinsen,& Pryor, 2005; Pastore, 2002). Incentive-based advertising provides specific financial rewards to individuals who agree to receive ads into their mobile devices (Pietz&Storbacka, 2007). The main advantage of this approach is that mobile users are provided with a tangible reason for receiving SMS advertisements. A survey from the United States showed that 66% of consumers will accept cell phone ads if they are paid to accept them and 59 percent would want at least $1.00 or more per mobile advertising (Hanley et al., 2006). By sending incentive-based advertising, advertisers create value to the massage, make it active and create good feeling for customer (Iddris, 2006). Incentive-based SMS advertising can be executedthrough many approaches. For instance, Tsang et al., (2004) suggest extra points or minutes or any other form of sales promotion, or free connection time for listening to voice advertisements, offered by mobile companies. Another approach is that consumers get something back in return, a reduction in the cost of advertised products or services, as suggested by Pastore (2002). Hanley et al. (2005) suggest some typical forms of value include offering of contextually sensitive services, offering of coupons, free minutes, or monetary incentives. According to Hanley, Becker and Martinsen (2006), Free ringtones and airtime were the most popular incentives for college students. Mobile marketing research support the relationship between incentives and attitude towards SMS advertising. Incentives are considered to have an impact on consumer intentions to receive mobile advertising under a given attitude, and consumers are more willing to accept incentive-based mobile advertising (Tsang et al., 2004). According to Hanley et al. (2006), college students attitude towards SMS advertisements were affected and were tended to accept mobil e advertising if they were given incentives. Furthermore, Rettie et al. (2005) analysed the acceptance of 26 different SMS ads and found that monetary incentives was one of the main reasons that encouraged consumer acceptance, whereas Varshney (2003) found that SMS recipients react very positively towards advertisement that transfer incentives. Based on the previous literature, the following hypothesis is proposed: H6: Providing incentives for receiving SMS ads has a significant positive influence on consumer attitude towards SMS advertising. Brand Familiarity Generally, brand familiarity has been identified, by Alba and Hutchinson (1987), Hoch and Deighton (1989), and Kent and Allen (1994), as the consumers level of direct and indirect exper ience with products or brands. More recently, Pieters, Warlop, and Wedel, (2002) identified brand familiarity as an individuals subjective experience. This definition was supported by Campbell et al. (2003), who suggest that brand familiarity captures the consumers brand knowledge structures and brand associations that exist within consumers minds. However, for the purpose of the current research, familiarity of brands included in the advertising is viewed as the extent to which importance is attached by consumers to the familiar brands contained within the advertising message (Simonin & Ruth, 1998).

A Comprehensive Model of Factors Influencing Consumer Attitude towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan

The relevant marketing literature also identifies brand familiarity as influencing the process of consumers decision-making (Bettman & Park, 1980; Coates, Butler,&Berry, 2006; Martinez, Polo,& Chernatony, 2008; Park & Lessig, 1981), advertising effectiveness (Campbell and Keller, 2003), and behavioural responses (Soderlund, 2002). Further, extensive research has demonstrated that the familiarity of brands included in the advertising, influences consumer engagement with, and processing of advertisements (Keller, 1991; MacKenzie & Spreng, 1992). For example, Keller (1991) found that the consumers processing of advertising for familiar brands may be described as less exten sive and more confirmatory in comparison to advertising for unfamiliar brands. Similarly, advertisements for familiar brands were found to be more effective in terms of achieving the desired communication goals compared to advertisements for unfamiliar brands (Alba & Hutchinson, 1987; Coates et al., 2006; Kent & Allen, 1994; Snyder, 1989).These findings are consistent with Park and Stoel (2005), who suggest that brand familiarity increases the consumers level of confidence, leading them to perceive a lower degree of risk. Within the mobile marketing literature, a study shows that the one of strongest determinant ofmobile advertisings adoption isbrand familiarity (Okazaki, 2005). Similarly, a survey using popular brands trial mobile advertising found that as many as 84 per cent of 500 young British adults are likely to recommend the service to their friends, while only 7 per cent are likely to abandon the service (Barwise & Strong, 2002). This means that consumers are likely to respond SMS ads if they are sent from the company that they know or are familiar. Therefore, the following hypothesis is proposed: H7: SMS advertisements for familiar brands have a significant positive influence on consumer attitude towards SMS advertising. SMS ad Relevancy Advertising relevancy has been defined as the degree to which the advertising and its message content are pertinent, applicable, and related to consumers needs (Lastovicka, 1983). It was noted that relevance is a key concept in understanding advertisements, because it is a primary component of all aspects of human communication.In general, consumersexpect SMS advertising to be highly relevant to them as the mobile phone has a personal nature (Barwise & Strong, 2002). High relevance can only be achieved by using reliable information related to the consumers. Researchers have evaluated relevance of content of SMS advertisements from two viewpoints: first, sending SMS ads relevant to end users fields of interest will have a significant influence on perceiving SMS ad vertising as valuable service (Haghirian, Madlberger, & Tanuskova, 2005; Merisavo, et al., 2007; Vatanparast, 2007; Xu et al.,2008). Second, SMS ads will provide more value for end users if they are received at the appropriate times and locations (Merisavo, et al., 2007; Carroll, Barnes, Scornavacca, & Fletcher, 2007; Vatanparast, 2007; Xu et al., 2008); however, there are few empirical researches do not support the second viewpoint (Muk & Babin, 2006; Drossos, Giaglis, Lekakos, Kokkinaki, & Stavraki, 2007). Other researchers such as, Carroll et al. (2007), Pagnani (2004) and Nasco and Bruner (2008), found that consumers were more likely to accept the messages when the content was relevant to them. In particular, it is suggested that the relevancy of SMS ads is found to have a significant positive influence on consumers attitudes towards SMS advertising. H8: Relevancy of SMS advertisements has a significant positive influence on consumer attitude towards SMS advertising. Personalization Personalization of SMS advertising means customizing the content of the message precisely to match individual preferences (Bauer et al., 2005). Personalized SMS are more relevant to the consumer than non-personalized messages because of its ability to provide consumers with personalized information according to where they are and their

MohammadHamdi Al Khasawneh & Ahmed Shuhaiber

needs.Thereby, persuading the receiver not only to accept the message, but also to take some action, now or in the future, about goods, services and ideas (Saadeghvaziri & Seyedjavadain, 2011). Personalization, also called message customization, generates significant potential for this innovative form of SMS advertising (Xu, 2006), and is considered as a prime prerequisite for consumers willingness to permit the reception of advertising messages on their mobile phones (Bauer et al., 2005). If thoroughly personalized, SMS advertisements may become perceived as valuable information services as opposed to bothersome interrupt marketing (Barnes & Scornavacca, 2004). Such customization helps to reduce the likelihood of a negative reaction (Bauer et al., 2005). Scharl, Dickinger and Murphy (2005) indicate out the positive relationship between SMS personalization and consumer acceptance of this message. In addition, Xu (2006) empirically found that personalization is significant factor that influences consumer attitude towards SMS advertising. Thus, it hypothesized that: H9: Personalized SMS message has a significant positive influence on consumer attitude towards SMS advertising. Subjective Norms Subjective norms are defined as the persons perception that most people who are important to him think he should or should not perform the behaviour in question (Fishbein & Ajzen 1975, p. 302). Subjective norms are intended to account for social influences that the persons attitude is exposed to. Thus, performing a particular behaviour is influenced by others opinions about the behaviour (Mansour, 2012). The relationship between subjective norms and intention to behave is originally depicted in the Theory of Reasoned Action (TRA), developed by Fishbein and Ajzen (1975), and illustrates that intentions are shaped through attitudes and social norms which in turn shape or even dictate an individuals behaviour. Several studies indicated that subjective or social norms influence consumer acceptance of SMS advertising. For instance, in their empirical studies, Mansour (2012) found that subjective norms which were positively and significantly related to attitude toward mobile advertising, whereas Bauer et al. (2005) implied that mobile marketing social norms have only a slight direct influence on the behavioural intention towards it. Another study conducted by Soroa-Koury and Yang (2010) demonstrates that misperceptions of social norms predicted consumers' perceived usefulness (PU) and perceived ease of use (PEOU) of mobile advertising, where both PU and PEOU are critical variables predicting consumers' attitude towards SMS advertising. Therefore, the factor social norms are sufficient for this study. By reflecting these considerations, the following hypotheses can be formulated: H10: Social norms has a significant positive influence on consumer attitude towards SMS advertising. Consumer Control Consumer control in the context of mobile marketing has been extensively examined in the relevant literature (Tsang et al., 2004, Scharl et al., 2005; Standing, Benson, & Karjaluoto, 2005). It was noted that users should be able to control advertising whereby consumers can control over when, where, what and how much advertising to receive into the mobile (Pietz, Storbacka, &Muller, 2007). This point is further explained by Shimp (2007) who stated that successful advertisers must gain the consumers permission on receiving an advertisement via their mobile phones. In ad dition, consumers must have control over setting of SMS advertising such as, time of receiving and frequency. The vast majority of previous studies within the extant relevant literature have found that consumers seek to control the number and types of advertising messages they receive, and provide permission before receiving them (Bamba

A Comprehensive Model of Factors Influencing Consumer Attitude towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan

& Barnes 2007; Barnes & Scornavacca 2004; Bauer et al. 2005; Carroll et al. 2007; Dickinger et al. 2004; Grant and ODonohoe 2007; Hanley & Becker 2008; Leppniemi & Karjaluoto 2005; Krishnamurthy, 2001; Maneesoonthorn & Fortin 2006; Merisavo et al., 2007; Okazaki, Li, & Hirose, 2009; Rettie & Brum, 2001; Usta, 2009). Based on this, it can be said that consumer attitudes towards and acceptance of SMS advertisements are likely to be influenced by the perceived control that consumers have over the advertising messages they receive. Tsang et al. (2004) supported the results indicating that consumers will have positive attitudes toward SMS advertising if permission based implemented while there were a negative attitude in the case of receiving unauthorized spam advertisements. Therefore, it is proposed that: H11: Consumer control towards SMS advertising has a significant positive influence on consumer attitude towards SMS advertising. Consumer Attitudes towards SMS Advertising Although, there is some debate regarding a precise definition of attitude, there is a general agreement that attitude towards advertising can be viewed as a learned predisposition to respond in a consist ently 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 (Mittal, 1994; Pollay & Mittal, 1993; Shavitt, Lowrey, & Haefner, 1998; Wang et al., 2002). In particular, consumer attitude toward advertising has been largely examined because of its relation to consumer responses towards advertisements (Schlosser et al., 1999) and its influence on behavioural intentions (Bruner & Kumar, 2000; Goldsmith & Lafferty, 2002; Lutz, 1985; McMillan et al., 2003; Mehta, 1994; Poh & Adam, 2002). Moving into the Internet advertising context, existing perspectives of Internet advertising research suggest that consumer attitude towards advertising is an important determinant of their responses and behaviours (Abd Aziz et al., 2008; Chen & Wells, 1999; Stevenson, Bruner, & Kumar, 2000; Wolin, Korgaonkar, & Lund 2002). For example, Stevenson et al. (2000) found that a negative attitude towards advertising was related with a negative consumer behavioural response towards the advertising, while Wolin et al. (2002) found that consumers, who held positive attitude towards Internet advertising, were more likely to respond favourably towards the advertisements. Indeed, Mehta (2000) argued that consumers who had positive attitudes towards advertising were more likely to be persuaded by advertising. Support for this view is provided by Korgaonkar and Wolins (2002) finding that positi ve attitudes towards Internet advertising were more likely to foster higher behavioural intentions. Moving into the mobile marketing context, consumer attitude toward mobile marketing has been a popular topic among several researchers with a particular focus on SMS advertising (Tsang et al., 2004; Xu, 2007; Haghirian & Madlberger, 2005; Haghirian et al., 2008; Brackett et al., 2001; Dickinger et al., 2004). For example, Haghirian and Madlberger (2005) found that attitude toward mobile advertising and advertising value are strongly related to message content as entertainment, informativeness and credibility have positive effect and irritation has a negative effect. In a more recent study, Xu (2006) found that the entertainment, credibility and personalization are the important factors that affect the attitude toward mobile advertising, while informativeness and irritation are not important factor. Other studies have demonstrated that there is a direct relationship between consumer attitudes and consumer behavior within the SMS advertising context (Haghirian & Madlberger, 2005; Tsang et al. 2004; Xu et al., 2007). This view was further supported by Lee and Juns (2007) findings that consumer attitudes are directly linked to behavioural intentions for mobile advertising, such as getting free coupons, calling back, sending text messages, visiting specific shops, and allowing messages.

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In sum, consumers attitude is an important variable for evaluating the effectiveness of advertising message and advertising campaigns. Therefore the focus has been on attitude towards SMS advertising as the central construct to determine the acceptance of SMS among Jordanian users. Based on the preceding discussion, it is postulated that: H12: Consumer attitude towards SMS advertising has a significantpositive influence on consumer acceptance of SMS advertising.

Figure 1: A Conceptual Model of Consumer Attitude towards and Acceptance of SMS Advertising Source: Developed for this Research

METHODOLOGY
Research Methodology A quantitative approach was used in this research. An examination of the literature assisted in the development of a conceptual model of the consumer attitude and acceptance of SMS advertising. Data Collection In order to empirically test the hypotheses developed in the previous section, data were collected using a convenience sampling approach via an online self-administered survey. During a five-week period, 238 respondents completed the survey. The survey was mainly promoted online and hosted by SurveyMonkey website; a provider of webbased survey solutions(www.surveymonkey.com).Respondents were invited to take the questionnaire by sending them the link of the survey webpage on their email addresses, Facebook pages, and via a popular mobile-device application called Whatsapp. 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 25JD. A total of 238 responses were collected in both languages Arabic and English. Eighteen responses were discarded due duplicate submissions or incompletion, a net sample of 220 usable questionnaires remained.

A Comprehensive Model of Factors Influencing Consumer Attitude towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan

11

Measurement and Scaling The conceptualization and development of the questionnaire was based on the existing literature, resulted in total of 53 items. Additional four items were included for capturing demographic information (gender, age, educational level, and marital status). A typical 5-point Likert scale was used to measure the constructs presented in the proposed model (scores were ranged from 1=strongly agree to 7=strongly disagree with neutral score= 4), following many marketing scholars, such asBamba and Barnes (2006), Haghirian and Madlberger (2005),Saadeghvaziri and Seyedjavadain (2011), and Tsang et al. (2004). The survey instrument was refined during a pre-test to ensure the internal consistency of the measured instrument, with the involvement of 33 respondents. Consequently, the wording of some questions was modified, and the instrument was reduced to 44 items by deleting items with high cross-loadings, and in order to use less complex measurement items. Data analysis was conducted using SPSS version 19.0. Part of it was descriptive, while the inferential part of the statistical analysis examined the factors that impact consumer attitude towards and acceptance of SMS advertising. Analysis is shown in the scenario below.

RESULTS ANALYSIS
Sample Profiles As mentioned before, data were gathered from a convenience sample of 220 respondents via an online survey. The data relating to respondents profiles were tabulated to get a better feel of the data, as recommended by Sekaran (2003). Therefore the respondents demographic profiles were tabulated for gender, age, education level and marital status (Table 1). As shown in Table 1, male respondents accounted for the majority of the sample (61%) and the age of the respondents ranged from 18 to 70 years whereby the higher range was between 21 to 29 years. In relation to the educational level, 25% of the respondents reported completed higher education, while 68% reported achieving a university degree. For marital status, over 60% of the respondents reported to be married, while over 36% of the respondents were single. Table 1: Demographics of the Studied Sample Response Information N= 220 61% 39% 39.40% 26.80% 24.90% 6.10% 0.90% 1.90% 2.50% 5.30% 68% 25% 12.60% 29.50% 32.90%

Variable Gender

Category Male Female Less than 20 21-29 30-39 40-49 50-59 Above 60 Less than high school High School University Degree Higher Education Single Married Divorced

Age

Education

Marital Status

Reliability testing using Cronbachs Alpha found all constructs to be reliable at the acceptable lower l imit of 0.6 (Hair et al., 2008; Nunnally, 1978).Multiple regression analysis was used to test the relationships between the independent

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variables including informativeness, entertainment, irritation, SMS advertising credibility, message clarity, incentives, brand familiarity, SMS ad relevancy, personalisation, subjective norms and consumer control and the dependentvariable, attitude towards SMS advertising. The eleven constructs accounted for 50.5% of the varianceof consumer attitude towards SMS advertising as shown in Table 2. Table 2: Model Summary Model 1 R .711a R Square .505 Adjusted R Square .479 Std. Error of the Estimate 2.686

A significant, positive relationship between informativeness and consumer attitude towards SMS advertising was found (Sig. = 0.002, = 0.112), indicating Hypothesis 1 is supported. Next, a positive, significant relationship between entertainment and attitude towards SMS advertising was found (Sig. = 0.047, = 0.125), meaning Hypothesis 2 is supported. Thirdly, a significant negative relationship between irritation and attitude towards SMS advertising was found (Sig. =0.025, = -0.120), indicating that hypothesis 3 is supported. The result for H4 indicates that SMS advertising credibility has a significant positive effect o n consumers attitudes towards SMS advertising (Sig. = .000, = 0.250), thus, the higher the credibility of SMS advertising, the more favourable the attitude towards SMS advertising. This finding supports H4. Table 3: Coefficients of the Regression Analysis Standardized Coefficients Beta .112 .125 -.120 .250 .264 -.168 .109 .117 -.273 .197 .131

Model Informativeness Entertainment irritation SMS ad credibility Message Clarity Consumer Control Message incentives Ad_ Relevancy Brand familiarity SMS ad personalisation Social influence

t 1.459 1.750 1.177 3.710 4.312 -3.128 .063 1.971 -4.894 .1.457 2.455

Sig. .002 .047 .025 .000 .000 .002 .001 .045 .000 .035 .015

As shown in Table 3, message clarity of the SMS advertisements has a significant positive effect on consumer attitude towards SMS advertising (Sig. = 0.000, = 0.264) suggesting that consumer attitude towards SMS advertising is highly and positively influenced by the clarity of the message, thereby, supporting H5. Providing incentives for receiving SMS advertisements has a significant positive influence on consumer attitude towards SMS advertising (Sig. = 0.001, = 0.109) suggesting that SMS recipients react very positively towards SMS advertisement that have incentives, providing support for H6. Further, familiarity of brand included in the SMS advertisements has a significant negative effect on consumer attitude towards SMS advertising (Sig. = 0.000, = -0.273) suggesting that consumer attitude towards SMS advertising is basically negative particularly for SMS advertisements that include familiar brands, thereby, rejecting H7. As shown by the multiple regression analysis results, SMS message advertising relevancy has a significant positive effect on attitude towards SMS advertising (Sig. = 0.045, = 0.117) indicating that the higher the relevancy of SMS advertisements messages, the most positive the attitude towards SMS advertising. This finding supports H8. As

A Comprehensive Model of Factors Influencing Consumer Attitude towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan

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proposed in H9, personalized SMS advertising message has a significant positive influence on consumer attitude towards SMS advertising (Sig. = 0.035, = 0.197) providing support for H9. Consistent with H10, subjective norms have a significant positive influence on consumer attitude towards SMS advertising (Sig. = 0.015, = 0.131) implying that others opinions are significantly and positively related to consumer attitude towards SMS advertising, thereby supporting H10. The result for H11 indicate that consumer control in regards to SMS advertising has a significant negative influence on consumer attitude towards SMS advertising (Sig. = 0.002, = -0.168), thus, consumer attitude towards SMS advertising is negatively influenced by the perceived control that consumers have over the advertising messages they receive, thereby rejecting H11. The model summary of the second regression as shown in Table 4 indicates that the R square value is .232 which means that the attitude towards SMS advertising explains 23.2% of the variance in the acceptance of SMS advertising in Jordan. Table 4: Model Summary of the Regression Adjusted R Std. Error of Square the Estimate 1 .482a .232 .228 2.357 a. Predictors: (Constant), Attitude towards SMS ad Model R R Square The multiple regression analysis results as shown in Table 5, indicate consumer attitude towards SMS advertising has a significant positive influence on consumer acceptance of SMS advertising (Sig. = 0.000, = 0.482), indicating that the more positive the attitude towardsSMS advertising, the greater the acceptance the consumer has of SMS advertising supporting H12. Table 5: Coefficients of the Second Regression Unstandardized Coefficients B Std. Error 9.493 .498 Standardized Coefficients Beta .482

Model (Constant)

t 19.059 8.112

Sig. .000 .000

a.

Attitude towards SMS ad .347 .043 Dependent Variable: Consumer Acceptance of SMS ad

DISCUSSIONS AND CONCLUSIONS

The current study seeks to identify the most important factors influencing consumers attitudes and acceptance of SMS advertising in Jordan. For this purpose, a study model was developed which consisted of several factors including informativeness, entertainment, irritation, SMS advertising credibility, message clarity, incentives, brand familiarity, SMS advertising relevancy, personalisation, subjective norms, consumer control, consumer attitude towards SMS advertising, and consumer acceptance of SMS advertising. This model has comprehensively integrated aspects from the parent disciplines of SMS advertising and consumer attitude, together with exploratory, empirical, conceptual and anecdotal literature conducted in the immediate discipline of SSA advertising. Thus, the proposed model was theoretically based. The set of hypotheses, derived from the current studys mode, were developed based on the relevant literature and were tested quantitatively using online survey as a mean for data collection. A comparison of the results with the extant literature is framed within the context of the hypotheses developed to address the major research objective which wasto determine the factors influencing consumer attitude towards and

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acceptance of SMS advertising in Jordan. Moreover, this comparison provides brief discussion regarding the confirmation/disconfirmation of each hypothesis in the existing literature, and determines whether it has been speculated upon, or implied, or mentioned without empirical investigation, or has been/ has not been examined in prior research studies. Furthermore, the discussion is presented regarding the contribution of this current study as being consistent or inconsistent with previous research and whether it has advanced the existing theory through providing contributions to the literature. Importantly, the current research made a number of academic and managerial contributions to the existing relevant SMS advertising literature. The data analysis of the first hypothesis of the study showed that informativeness of the SMS advertisement has a positive influence on consumer attitude towards SMS advertising. Although SMS advertisements are limited by the 160 characters 70 characters in case of Arabic without any visualization, the sample of the current study indicated that the nature of the information provided through SMS advertisements is considered as a valuable motivation that lead them to react favourably and positively towards such advertisements. This finding is consistent with previous studies within the SMS advertising context (Bauer etal., 2005; Ducoffe, 1996; Haghirian et al., 2005; Luong, 2007; Merisavo&Kajalo, 2007; Oh & Xu, 2003; Siau & Shen, 2003; Sultan et al., 2010; Tsang et al., 2004; Xu et al., 2008). For example, Tsang et al. (2004) found that perceived informativeness of mobile advertising has a direct positive effect on attitude toward mobile advertising. This finding has previously been confirmed in the traditional media whereby it was found that informativeness influences attitude toward the advertising (Ducoffe, 1995). Based on the research findings, SMS advertising should be informative about new products and must demonstrate qualitative features like accuracy, timeliness, and usefulness for consumers. The data analysis of the second hypothesis indicated that the entertainment aspect of the SMS advertisements is positively related to consumer attitude towards SMS advertising in Jordan. Many previous studies supported this finding stating that the positive influence of entertainment on the consumers attitude toward mobile advertising. For instance , Tsang et al. (2004) found that entertainment is the major factor to influence the overall attitude towards mobile advertising. Bauer et al. (2005) confirmed that there is a positive influence of entertainment on the overall attitude toward mobile advertising. Further confirmation to this finding was presented by Haghirian and Madlberger (2005) who stated that the entertainment is positively correlated to the advertising value and attitude toward mobile advertising. Taking this finding into consideration, it may proposed that marketers should look at 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 a s the level of enjoyment consumers associate with the receiving of SMS advertisements. Irritation of SMS advertising was hypothesised to have a negative influence on consumer attitude towards SMS advertising. The findings of the data analysis provided support for this hypothesis. In addition, this finding was found to be supported in the literature in various contexts and situations. For example, in the offline media context, an early study by Bauer and Greyser (1968) found that the main reason people criticize advertising was related to annoyance or irritation caused by the advertising. This finding is also consistent with previous results within the mobile advertising context. for instance, previous SMS advertising research found that irritation caused by unwanted mobile advertising messages affect negatively the attitude toward mobile advertising (Haghirian & Madlberger, 2005; Tsang et al., 2004; Waldt et al., 2004; Xu, 2006). For this reason, it is concluded that if SMS advertising is applied in a way that disturb and annoy the consumer, it will reduce the acceptance of receiving advertising messages. Thats why it is required to apply strategiesthat reduce the irritation caused by SMS advertising messages.

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The data analysis of the fourth hypothesis determined that credibility of SMS advertising has a positive influence on consumer attitude towards SMS advertising. This result is consistent with prior research findings within the offline and SMS advertising context (Brackett & Carr, 2001; Dahln & Nordflt, 2004; MacKenzie & Lutz, 1989; Friman, 2010; Haghirian & Madlberger, 2004; Tsang et al., 2004; Waldt, Rebello, & Brown, 2009). The credibility involves the truthful and believable of the advisers and the medium. This implies that the message content must be carefully designed to support high level of credibility to increase the consumer attitude toward mobile advertising. The current study also found that Message clarity has a positive effect on consumer attitude towards SMS advertising, and this result is consistent with previous research conducted within the context of billboard advertising (Taylor et al., 2006). Taking into consideration that there is a scant research attention regarding the influence of message clarity on consumer attitude in the SMS advertising context, the findings in the current research extend SMS advertising research by demonstrating that SMS message clarity will influence positively consumer attitude towards SMS advertising. The findings of the current study also found that incentives included in the SMS advertisements have a positive influence on consumer attitude towards SMS advertising and this is consistent with Saadeghvaziri and Tsang et al. (2004) studies. This is in line with similar research in Internet advertising, where most web surfers look for incentives to read an advertisement before they click on it (Lohtia, Donthu, & Hershberger, 2003). Taking this point further, Tsang et al. (2004) demonstrated that consumers were more willing to accept incentive-based SMS advertising. Importantly, a more recent study by Saadeghvaziri and Seyedjavadain (2011) found that monetary benefit of mobile advertising has a direct influence on consumer attitude toward mobile advertising. So mobile advertising must create value. In other words, consumers who agree to receive ads into their mobile phones should be provided by financial rewards. The current research supports that users expect a reward for receiving SMS advertisements. Regarding the finding of the seventh hypothesis, the current research rejected this hypothesis indicated that SMS advertising for familiar brand has a negative influence on consumer attitude towards SMS advertising which is inconsistent with Okazaki (2005) and Barwise and Strong (2002) contention. This situation is surprising given that brand familiarity increases the consumers level of confidence within the offline advertising context as contended by Park and Stoel (2005). We believe that the current research is the first empirical study linking brand familiarity and consumer attitude in the SMS advertising context. As such, the findings here provide a richer perspective on brand familiarity as negatively influencing consumer attitude and acceptance of SMS advertising. The studys finding also illustrates that relevancy and the personalisation of SMS advertisements have a positive influence on consumer attitude towards SMS advertising in Jordan. That is, relevancy and personalization are important factors that affect the attitude enables marketer to arrange their mobile advertising messages to meet the time, location and the preference of the consumers. This is consistent with Bauer et al. (2005), Scharl et al. (2005), Xu (2006), Carroll et al. (2007), Pagnani (2004) and Nasco and Bruner (2008). For example, it was found that found that consumers were more likely to accept the messages when the content was relevant to them (Nasco & Bruner, 2008). Further, Xu (2006) empirically found that personalization is significant factor that influences consumer attitude towards SMS advertising. The findings of the current study also found that subjective norms have a positive influence on consumer attitude towards SMS advertising in the Jordanian market context which is consistent with previous research conducted by Bauer et al. (2005), Mansour (2012) and Soroa-Koury and Yang (2010). As for the consumer control factor, the result of the current study found that respondents have considered such factor to have no positive influence on their attitude and acceptance of SMS advertising which is inconsistent with the vast majority of the studies within the extant relevant literature (for

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example, Scharl et al., 2005; Tsang et al., 2004). However, the result of the current study is consistent with Merisavo et al.s (2007) study in which Finland control of SMS advertising was not found to affect the consumers acceptance of mobile advertising. This result may be explained by the notion that consumers may take it for granted that advertisers do not send consumers unsolicited messages. This is supported by the strict anti-spam law in Jordan, which state that advertisers are not allowed to send SMS without prior permission. Moreover, consumer attitude towards SMS advertising was found to have a positive influence on consumer acceptance of SMS advertising in Jordan. This conclusion has been confirmed by many previous studies stating that there is a direct relationship between consumer attitudes and consumer behaviour within the SMS advertising context (Haghirian & Madlberger, 2005; Tsang et al., 2004; Xu et al., 2008). This view was further supported by Lee and Juns (2007) findings that consumer attitudes are directly linked to behavioural intentions for mobile advertising, such as getting free coupons, calling back, sending text messages, visiting specific shops, and allowing messages. In conclusion, this study is considered valuable to the Jordanian telecommunication sector as it provides a unique and significant managerial and practical contribution as it has not only focused on the advertising value factors as the only important factors influencing consumer attitude and acceptance of SMS advertising, but it has also incorporated different message content factors in which some of these factors have not been previously examined such as brand familiarity and message clarity. Advertisers in Jordan should attempt to create messages that have high information content, entertainment value, not irritating in any aspect, relevant and personalised to the targeted consumer as well as incentive based, clear and personalised. In addition, messages should be time and location relevant.Messages that take into account the time of day, such as dinner vouchers, or location, such assending messages as consumers pass by a specific store, are likely to add value for the consumerand result in higher levels of acceptance. Advertisers should also be mindful that they will gainthe greatest acceptance of an advertising campaign from those consumers who respond favourably to advertising in general.

FUTURE RESEARCH
As the data collection has focused on Jordanian consumers, it could be suggested that the results may lead to different findings in other countries. As such, the model of the current study could be tested in other developed and developing countries. This replication would allow examine whether the findings hold true in other regions, and thus provide greater support for the generalizability of the findings of the study. Another opportunity for future research is to extend the model to include other variables such as the demographic variables.

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