Consumers’ Attitudes towards SMS Content Advertisement Received through Mobile Phones. The case of University Students at Institute of Accountancy Arusha (IAA)

This study investigated factors influencing consumers’attitudes toward SMS Content advertisement receivedthrough mobile phones at the Institute of AccountancyArusha (IAA). The study used mixed research approachand employed parallel convergent design in gatheringdata. The sample frame was 200 respondents who wereundergraduate students for Bachelor of BusinessManagement from IAA. Questionnaires was used to gatherdata from the respondents. Quantitative data wereanalyzed using descriptive statistics and regression model.Findings revealed that, consumer's attitudes toward SMSContent advertisement were based on threefold factorswhich were cognitive, affective and conative/behavioral.Findings revealed that, consumers were concerned aboutappropriateness, time to which the content was delivered,visual design and appeal of the SMS content, risk andsecurity threats depending on the content, socialinvolvement and frequency of delivery of the SMS content.Regression model exposed that consumer attitudes towardSMS content advertising are significantly influenced byinformativeness, entertainment, non-irritation, andcredibility. Entertainment had the strongest positive effect,followed by non-irritation, credibility, andinformativeness, this means that engaging and non-intrusive messages are most valued. The study recommendsthat the mobile companies must do a proper segmentationof their customers in order to deliver personalized,relevant and needed messages and ensure the acceptanceof SMS content advertisements as channel for mobilemarketing. SMS content characteristics have to becarefully developed, designed and channeled throughmobile phones that creates positive attitudes and avoidpossible negative effect.