PERMISSION BASED MOBILE MARKETING AND SMS AD AVOIDANCE

Hasan Kemal Süher

9 citations0/0 files storedDergiPark (Istanbul University)

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

The authors examined the relationship between permission to SMS Advertising and the types of SMS Advertising Avoidance.This research covers the three types of advertising avoidance: cognitive ad avoidance, affective ad avoidance, and behavioral ad avoidance.A survey of 441 respondents chosen with convenience sampling method was conducted.At the end of the Regression and MANOVA analysis on the data resulting from the survey, it is discovered that there is a negative and significant relationship between permission to SMS Advertising and all types of SMS Advertising Avoidance.The affective ad avoidance is found as the highest explained variance with the permission variable.

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1999How Advertising Works: What Do We Really Know?2004Consumer Attitudes Toward Mobile Advertising: An Empirical Study 2004WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?1997Predictors of Advertising Avoidance in Print and Broadcast Media 2004Diffusion and success factors of mobile marketing 2004Mobile marketing: the role of permission and acceptance 2005Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents 2002Wireless digital advertising: nature and implications

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