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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: © 2012 |Pages: 18
ISBN13: 9781613504659|ISBN10: 1613504659|EISBN13: 9781613504666
DOI: 10.4018/978-1-61350-465-9.ch002
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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." Human Interaction with Technology for Working, Communicating, and Learning: Advancements, edited by Anabela Mesquita, IGI Global, 2012, pp. 13-30. https://doi.org/10.4018/978-1-61350-465-9.ch002

APA

Gauzente, C. (2012). Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter. In A. Mesquita (Ed.), Human Interaction with Technology for Working, Communicating, and Learning: Advancements (pp. 13-30). IGI Global. https://doi.org/10.4018/978-1-61350-465-9.ch002

Chicago

Gauzente, Claire. "Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter." In Human Interaction with Technology for Working, Communicating, and Learning: Advancements, edited by Anabela Mesquita, 13-30. Hershey, PA: IGI Global, 2012. https://doi.org/10.4018/978-1-61350-465-9.ch002

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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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