The Nexus Between SMS Advertising Message Content and Consumer Purchase Intention of Firefly Burger Restaurant in Palestine

This research explores the nexus between SMS advertising message content and consumer purchase intention in Palestine-Westbank. It highlights the importance of addressing SMS marketing tools to achieve purchase intention. The study uses SEM to analyze 11 hypotheses. The study declared that incentives positively and significantly affect advertising value and customer attitude. Also, Customer attitude has a positive relationship with purchase intention; advertising value stimulates substantial perceived value in addition to strong purchase intention.