What Factors Influence the Consumers' Attitudes Towards SMS Advertising: The Case of the Palestinian Banking Sector

被引:0
|
作者
Salem, Mohammed [1 ,2 ]
Baidoun, Samir [1 ,2 ]
Elkhoudary, Abdullah [3 ]
El Harazin, Mohammed [3 ]
Salama, Alhasan [3 ]
Almajdalawi, Majd [3 ]
Ismail, Ashraf [3 ]
机构
[1] Univ Coll Appl Sci, Gaza, Palestine
[2] Birzeit Univ, Birzeit, Palestine
[3] Al Azhar Univ, Gaza, Palestine
来源
IMPACT OF ARTIFICIAL INTELLIGENCE, AND THE FOURTH INDUSTRIAL REVOLUTION ON BUSINESS SUCCESS | 2023年 / 485卷
关键词
Consumer attitudes; Palestine; SMS advertisement; Palestinian banks;
D O I
10.1007/978-3-031-08093-7_18
中图分类号
F [经济];
学科分类号
02 ;
摘要
The aim of this study is to investigate the factors that influence consumer attitudes toward SMS advertising in the Palestinian banking sector from the perspective of the banks' customers. To identify these influential factors, an empirical study was conducted utilizing a survey questionnaire to collect primary data. The data was obtained from 372 bank clients and analyzed using a multiple regression approach. The results identified a relationship between (entertainment, informativeness, irritation, and creditability) and consumer attitudes toward SMS advertising, implying that it is important for marketers to interact with their clients via SMS for advertising purposes. While this article builds on prior research, it also provides results that can aid academics and practitioners in their pursuit for SMS advertising success.
引用
收藏
页码:263 / 273
页数:11
相关论文
共 50 条
  • [41] Factors that Influence Consumers' Attitudes toward Internet Buying in Nigeria
    Inegbedion, Henry Egbezien
    Obadiaru, David Eseosa
    Bello, Vincent Deva
    JOURNAL OF INTERNET COMMERCE, 2016, 15 (04) : 353 - 375
  • [42] Factors influencing consumers' attitudes towards the consumption of grape pomace powder
    Baldissera, Caroline
    Hoppe, Alexia
    Carlini, Nataly Roberta Bezerra Santana
    Sant'Anna, Voltaire
    APPLIED FOOD RESEARCH, 2022, 2 (01):
  • [43] FACTORS AFFECTING CUSTOMER RETENTION IN BANKING SECTOR: THE CASE OF KOSOVO
    Baca, Granit
    Pula, Leke
    MANAGEMENT-JOURNAL OF CONTEMPORARY MANAGEMENT ISSUES, 2024, 29 (02)
  • [44] Factors Affecting Advertising Credibility: The Case of Telecommunication Sector in Morocco
    Frija, Laila
    Hamelin, Nicolas
    Hacar, Talha
    REGIONAL AND INTERNATIONAL COMPETITIVENESS: DEFINING NATIONAL AND GOVERNMENTAL DRIVERS OF PRODUCTIVITY, EFFICIENCY, GROWTH AND PROFITABILITY, 2015, 24 : 240 - 247
  • [45] Factors Affecting Advertising Credibility: The Case of Telecommunication Sector in Morocco
    Hacar, Talha
    Kaynak, Erdener
    REGIONAL AND INTERNATIONAL COMPETITIVENESS: DEFINING NATIONAL AND GOVERNMENTAL DRIVERS OF PRODUCTIVITY, EFFICIENCY, GROWTH AND PROFITABILITY, 2015, 24 : 248 - 256
  • [46] Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain
    Cervera-Taulet, Amparo
    Walesska Schlesinger, Ma.
    Jesus Yaguee-Guillen, Maria
    JOURNAL OF TRAVEL & TOURISM MARKETING, 2013, 30 (05) : 445 - 454
  • [47] Relationship and Effect of Entertainment, Informativeness, Credibility, Personalization and Irritation of Generation Y's Attitudes towards SMS Advertising
    Najib, Nik Mohamad Nik
    Kasuma, Jati
    Bibi, Zainon Binti Haji
    BE-CI 2016 : 3RD INTERNATIONAL CONFERENCE ON BUSINESS AND ECONOMICS, 2016, 17 : 213 - 224
  • [48] Italian consumers' attitudes towards entomophagy: Influence of human factors and properties of insects and insect-based food
    Tuccillo, Fabio
    Marino, Mattia Gianfranco
    Torri, Luisa
    FOOD RESEARCH INTERNATIONAL, 2020, 137
  • [49] What factors determine attitudes towards the implementation of a packaging deposit and refund system? A qualitative study of the perception of Spanish consumers
    Roca i Puigvert, Merce
    Ayuso, Silvia
    Bala, Alba
    Fullana-i-Palmer, Pere
    JOURNAL OF ENVIRONMENTAL MANAGEMENT, 2020, 270
  • [50] The influence of organizational factors on job satisfaction in the commercial banking sector in Malaysia
    Arokiasamy, Anantha Raj A.
    Baba, Ricardo
    INTERNATIONAL JOURNAL OF ADVANCED AND APPLIED SCIENCES, 2019, 6 (09): : 93 - 106