
The study further posit that informativeness (67.6%) is the most important factor that impacts on consumers perceptions, followed by entertainment (66.9%), credibility (66.7%), and then irritation (-15.7%). The study recommended that marketers need to (i) ensure that messages are sent to consumers at a reasonable time during the day based on consumers' preference. Messages should be sent in suitable amount so as to avoid interruption and disturbance to consumers; (ii) seek ways to increase the level of entertainment pleasurable experience that can be derived from SMS advertisements. To this end, MMS (multimedia message services) substitute is the closest option that can balance out this inherent default SMS entertainment limitation
By Okwuchukwu Marcus, Anyasor | Njideka Nancy, Umeadi" Consumer Perception of Mobile Advertising Values and their Attitude Towards Mobile Advertising in Anambra State, Nigeria"
Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-1 | Issue-5 , August 2017,
Paper URL: http://www.ijtsrd.com/papers/ijtsrd150.pdf
Direct URL: http://www.ijtsrd.com/management/marketing/150/consumer-perception-of-mobile-advertising-values-and-their-attitude-towards-mobile-advertising-in-anambra-state-nigeria/okwuchukwu-marcus-anyasor
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