Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach
Computers in Human Behavior, ISSN: 0747-5632, Vol: 124, Page: 106919
2021
- 182Citations
- 503Captures
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
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Article Description
SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is a dearth of comprehensive studies, suggesting precursors of SMS advertising perception and the process by which it influences the purchase intention. This study concentrates on answering this particular question by developing a research model and empirically validating it, based on the stimulus–organism–response (SOR) framework. To evaluate and validate the results, the study adopted a two-stage, hybrid model using partial least square-structural equation modeling and neural network modeling. The findings suggest SMS advertising perception has a significant effect on purchase intention, mediated by advertising value and attitude toward SMS advertisement. The main contribution of this study is the introduction of a new higher-order construct, SMS advertising perception, for the first time in SMS advertising literature, and the validation of the transmittal effect of advertising value and attitude toward SMS advertising between SMS advertising perception and purchase intention. The study provides empirical evidence to support the SOR framework and helps to expand the scope of SMS advertising perception research and its effect on purchase intention. Additionally, it benefits marketers by fostering better decision-making to devise effective advertising campaigns using mobile-based SMS service commercials.
Bibliographic Details
http://www.sciencedirect.com/science/article/pii/S0747563221002429; http://dx.doi.org/10.1016/j.chb.2021.106919; http://www.scopus.com/inward/record.url?partnerID=HzOxMe3b&scp=85108353430&origin=inward; https://linkinghub.elsevier.com/retrieve/pii/S0747563221002429; https://dx.doi.org/10.1016/j.chb.2021.106919
Elsevier BV
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