Customers’ Attitude Towards Mobile Phone Advertising: A Case Study of Undergraduate Students of Sokoine University of Agriculture (SUA), Morogoro Campus, Tanzania
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ABSTRACT
Technological advancements have created new opportunities for marketers to better reach
consumers through Short Messaging Service (SMS) advertising. Businesses in Tanzania
have nowadays started to target their consumers via mobile advertising.
The purpose of this study was to examine consumers‟ attitudes towards mobile phone
advertising: A case of undergraduate students of Sokoine University of Agriculture. The
specific objectives of this study were: to establish the types of SMS advertising used by
mobile network providers; to identify factors influencing the attitudes toward SMS
advertising; to assess the consumers‟ reactions toward SMS advertising; and, to determine
the relationship between attitudes toward SMS advertising and purchase intention.
This study employed both quantitative and qualitative approaches. The study used
questionnaire and surveyed 169 undergraduate students of Sokoine University of
Agriculture (SUA) and 6 service delivery personnel of three mobile network providers.
The data was analyzed by SPSS package (version 16) and content analytical tools.
The study indicated there were different types of the SMS advertisements that mobile
network providers send to their customers, among others, SMS on sports and use of the
existing services. It was also found that consumers‟ attitude towards SMS advertising was
positively affected by entertainment, informativeness, credibility and social role. However,
it was revealed that consumers‟ attitude was negatively correlated with irritation. There
was also a positive relationship between consumers‟ attitude toward SMS advertising and
behavioral purchase intention.
The study identified areas for further research among others, different variables should be
studied to enlarge understanding of factors affecting consumers‟ attitude toward mobile
marketing in Tanzanian context such as convenience and permission
Keywords
Mobile Phone Advertising, Customers’ Attitude