"SMS advertising: How message relevance is linked to the attitude toward the brand?" Conceptual Framework

University of Michigan - Ann Arbor

SMS has become a main avenue of mobile marketing. Message relevance is thought to be a primary factor related to the effectiveness of SMS marketing.
A user’s mobile device is considered to be a personal and intimate object, meaning that SMS marketing may be seen as intrusive. In advertisement contexts, intrusiveness is defined as “the degree to which advertisements in a media vehicle interrupt the flow of an editorial unit”. 


"SMS advertising: How message relevance is linked to the attitude toward the brand?" Introduction

https://www.tandfonline.com/doi/full/10.1080/13527266.2012.699457?scroll=top&needAccess=true

"SMS advertising: How message relevance is linked to the attitude toward the brand?" Article

Message relevance is defined as the fit between the content of a message and the cognitive or affective needs of the message recipient. Message relevance has been found in the mobile context to make users more likely to take actions such as visiting a web site, replying to a message, and providing personal information. It has also been shown to minimize the negative effects of intrusion. 

Learn Before

Related

Learn After