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Consumers perceived advertising value and attitude towards Sms advertisements in developing countries: the case of Fiji

Gounder, Neelesh N. and Narayan, Jashwini J. and Naidu, Samantha and Greig, Tuma (2021) Consumers perceived advertising value and attitude towards Sms advertisements in developing countries: the case of Fiji. Academy of Marketing Studies Journal, 25 (2). pp. 1-15. ISSN 1095-6298

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    Abstract

    What is the impact of three attributes of consumers’ Perceived Advertising Values and Attitudes (PAVA) towards SMS advertisements? Which feature(s) of an SMS advertisement persuades consumers to purchase what is advertised? What are our recommendations? To address these questions, this article discusses new insights in to the relationship between Infotainment, Credibility and Irritation, and the three attributes of PAVA; SMS advertisement features that persuade consumers to purchase what is advertised and provides solutions to marketers for improved SMS advertisements.

    Item Type: Journal Article
    Subjects: H Social Sciences > H Social Sciences (General)
    T Technology > T Technology (General)
    Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
    Faculty of Business and Economics (FBE) > School of Economics
    Depositing User: Jashwini Narayan
    Date Deposited: 20 Apr 2021 11:51
    Last Modified: 20 Apr 2021 11:51
    URI: http://repository.usp.ac.fj/id/eprint/12755
    UNSPECIFIED

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