Journal of Marketing Management

Effect of Consumer Attitude towards SMS Advertising and Demographic Features on Egyptian Consumers Buying Decision
Dr. Nevine Eshra, Dr. Noha Beshir

Abstract
These days, mobile phones have a really big role in our life. No one can imagine living without mobile. Mobile messaging and marketing is really starting to shake the marketing world’s tree. It’s direct, it’s instant and there’s a high probability that the recipient will respond to message not only read it. This study defines the factors affecting Egyptian consumer attitude toward mobile advertising and determine their relation to consumer buying decision in addition to the relationship between demographic characteristics and consumer buying decision. The study concentrates on four attributes of mobile advertising (entertainment, informative, irritation, and credibility) and three factors of demographic characteristics (gender, age, monthly income) through questionnaire that distributed for 215 consumers. Correlation analysis and multiple regressions were used to test the hypotheses. The study shown that entertainment, informative and credibility are positively correlated to overall attitude while, irritation is negatively correlated to overall attitude toward mobile advertising. Also, there’s a negative relationship between Egyptian consumer attitude toward mobile advertising and their buying decision. Finally, the study found that there is a relationship between consumer demographic features and their buying decision.

Full Text: PDF     DOI: 10.15640/jmm.v7n2a8