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


Salem M., Baidoun S., Elkhoudary A., El Harazin M., Salama A., Almajdalawi M., ...More

International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.263-273 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 485
  • Doi Number: 10.1007/978-3-031-08093-7_18
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.263-273
  • Keywords: Consumer attitudes, Palestine, SMS advertisement, Palestinian banks
  • Middle East Technical University Affiliated: No

Abstract

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.