Asst. Professor, Prestige Institute of Management and Research, Indore
Online published on 15 March, 2019.
As there has been tremendous growth in mobile telecommunication industry in India,mobile advertising has become a prosperous business these days in India too. In the current scenario, mobile internet applications enable consumers to access a variety of services: Web information search, SMS (short message service), MMS (multimedia message service), banking,e-payment, gaming, e-mailing, chat, weather forecast, GPS (global positioning service), and so forth. These digital media are considered to potentially improve the possibilities to reach consumers by allowing personalization of the content and context of the message. Combining customer's user profile and the context situation, advertising companies can provide the target customers exactly the advertisement information they desire, not just “spam” them with irrelevant advertisements. This paper intends to comprehend perception of customers towards SMS advertising in Indian Scenario, and also highlight few companies which failed to identify vital elements of SMS advertising. The present research is an empirical research. After reviewing relevant literature on the subject, certain factors were identified which contribute towards perception of SMS Advertising. Keeping these factors as the basis, an instrument of 18 items was developed for the purpose of study. Analysis of Variance was applied to study the impact of SMS Advertising on respondents’ perception.
