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Article Dans Une Revue International Journal of Technology and Human Interaction Année : 2010

Does Anybody Read SMS-Advertising?

Claire Gauzente

Résumé

This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.
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Dates et versions

hal-04442668 , version 1 (06-02-2024)

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Claire Gauzente. Does Anybody Read SMS-Advertising?. International Journal of Technology and Human Interaction, 2010, pp.13-30. ⟨10.4018/978-1-61350-465-9.ch002⟩. ⟨hal-04442668⟩

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