SMS advertising and its prospects in Bangladesh

Tarun Kanti Bose, Abdullah Al Nahid, Md Tarikul Islam, Ripon Kumar Saha

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

Application of SMS advertising for enhancing communication with the consumers has drawn significant attention of the contemporary researchers. This study examines whether SMS advertising can be an effective medium of advertising in Bangladesh. The key ingredient of this research is the perception of consumers regarding the adoption SMS advertising. Qualitative and quantitative data derived from field interviews with prospective customers of different business has been used to identify potential relationships among the impact of SMS advertising adoption in Bangladesh and the perception of the respondents. With insight from the interviews, hypotheses has been derived and tested with quantitative data gathered via a direct survey instrument with 160 business stakeholders who has the potentiality to get influenced directly in if the system can be established across four divisions of Bangladesh. The propositions presented in this study provide preliminary evidence that consumers has shown positive attitude in accepting SMS ads via their mobile phones. The study will contribute significantly regarding the policy making of both the business professionals as well as advertising professionals in selecting and establishing the proper advertising methods as well as medium in future for operating in the best possible way in the country. Future researches on this particular field may require to look at issues like cultural factors of the concerned communities and global phenomenon.

Original languageEnglish
Pages (from-to)97-108
Number of pages12
JournalJournal of Theoretical and Applied Information Technology
Volume11
Issue number2
Publication statusPublished - 2010
Externally publishedYes

Keywords

  • Adoption
  • Advertising professionals
  • GSM
  • Perception
  • SMS

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