DETERMINANTS OF CUSTOMER ATTITUDE TOWARDS SMS ADVERTISEMENT: A CASE OF ENTERPRISE ACCOUNT IN ETHIO TELECOM CUSTOMERS.

Abstract

New technologies and mobile devices have provided various new methods of advertisements. Mobile phones offer organizations to better reach the consumers with regards to frequency and impact of advertising. Thus, Short Message Services (SMS) offer new successful medium of advertising. This research, therefore, aims to investigate the factors affecting consumers' attitudes towards SMS Advertising a case of enterprise account in ethioteleom customers. The research focuses on enterprise account customers, since they represent the community of Enterprise post-paid users. Four dimensions (Entertainment, Informativeness, Credibility and Irritation) of customers attitude towards SMS advertisement model was used in order to conduct the investigation via mixed research approach and explanatory research design was applied. A sample selected by a convenience sampling method and data was collected through a structured questionnaire intending to identify their perception towards the SMS advertised. Out of 385 structured questionnaires distributed to respondents 346 were collected, which maintained 89.87% response rate. The study was limited to only Central Addis Ababa Zone and South West Addis Ababa Zone telecom shops. It was found that all factors of SMS advertisements positively correlated to consumers’ overall attitudes towards SMS advertisement. Credibility is the strongest factor affecting the consumer attitudes. Moreover, consumers generally have negative attitudes towards SMS advertisements. Gender affects the consumer attitude towards SMS advertising. Male enterprise customers are more affected by the SMS advertising. The research recommends thatEthio telecom as a service provider, marketers should be cautious when attempting to gain the consumers' attention. Likewise, they may try to find ways of increasing the level of entertainment and informativness.