Assessment on Short Messaging Service Content Advertisement in Mobile Phones Towards Consumer's Attitudes

Abstract

This study assessed the SMS content advertisements on mobile phones towards the attitudes of undergraduate students at the Institute of Accountancy Arusha (IAA), focusing on types of content received, consumer attitudes, and factors influencing these attitudes. Through a mixed research approach involving 200 Bachelor of Business Management students, the study identified prevalent types of SMS content, such as time-limited sales, personalized offers, customer services, sports updates, and government announcements. Consumer attitudes were shaped by cognitive, affective, and behavioral factors, considering aspects like content appropriateness, delivery timing, visual appeal, security risks, social engagement, and frequency of messages. Factors impacting attitudes included credibility, irritation, entertainment, and informativeness. The study recommended tailored, relevant messaging, emphasizing the need for mobile companies to segment their audience effectively for better acceptance of SMS advertisements and proposed regulatory measures for opt-in consent before sending such messages, particularly for non- essential communications, highlighting the importance of careful content design to foster positive attitudes and avoid negative effects on consumers.