SMS Advertisement and Purchasing Intentions: An Emerging Market Perspective

Abstract

This study sought to investigate and understand customer behaviour that determines attitudes in relation to SMS advertising and purchase intentions in Ghana. The quantitative method was used with a simple random sampling technique in selecting the respondents. Four hundred eighty-five questionnaires were issued out, 420 were returned and 400 were used as the sample size. Structural equation modeling was employed to analyse the relationship amongst the variables. The study findings supported the hypothesis that informative SMS advertisement, entertaining SMS advertisement, the credibility of SMS advertisement, and irritability of SMS advertisement all have a positive influence on purchasing intentions of customers. Keywords: SMS advertisement; SMS advertising; purchase intentions.