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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
  • 182
    Citations
  • 0
    Usage
  • 503
    Captures
  • 0
    Mentions
  • 128
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Citations
    182
    • Citation Indexes
      182
      • CrossRef
        117
      • Academic Citation Index (ACI) - airiti
        1
  • Captures
    503
  • Social Media
    128
    • Shares, Likes & Comments
      128
      • Facebook
        128

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.

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