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Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter

Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter

Claire Gauzente
Copyright: © 2010 |Volume: 6 |Issue: 2 |Pages: 17
ISSN: 1548-3908|EISSN: 1548-3916|EISBN13: 9781609603915|DOI: 10.4018/jthi.2010040102
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MLA

Gauzente, Claire. "Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter." IJTHI vol.6, no.2 2010: pp.13-29. http://doi.org/10.4018/jthi.2010040102

APA

Gauzente, C. (2010). Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter. International Journal of Technology and Human Interaction (IJTHI), 6(2), 13-29. http://doi.org/10.4018/jthi.2010040102

Chicago

Gauzente, Claire. "Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter," International Journal of Technology and Human Interaction (IJTHI) 6, no.2: 13-29. http://doi.org/10.4018/jthi.2010040102

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Abstract

This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.

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