Customer perception towards SMS advertising

There has been an incredible growth in the mobile telecommunication and advertising industry in India. SMS is now a very powerful business communication & marketing tool. This paper investigates the relationship between consumer perceptions towards SMS advertising in mobile cell phones. The data for the research is collected 150 respondents in Mysore city. The simple random sampling method was deployed to collect the necessary information. The data were collected on four dimensions namely entertainment, informativeness and credibility and it was analyzed through one sample t test. The results revealed that all the four dimensions were positively related to customer perception.