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Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter

Abstract :

This study explores mobile users’ perceptions about SMS advertising. The empirical study uses a double methodology. First, a qualitative study using the Q-method is conducted. Qualitative analysis reveals that negative attitudes are commonly shared, and that ad-clutter is perceived critically. Therefore, in a second step, a quantitative study is adopted to assess the impact of attitudes towards SMS advertising and perceived ad-clutter on reading behaviour. The main test is conducted over a representative sample of 302 mobile owners. From a behavioural standpoint, the results show ambivalent behaviour in most cases. In particular, the role of perceived ad-clutter is ascertained. Implications for practice and directions for future research are discussed.

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Article dans une revue
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https://hal.univ-angers.fr/hal-03016272
Contributeur : Okina Université d'Angers <>
Soumis le : vendredi 20 novembre 2020 - 12:17:19
Dernière modification le : mardi 9 mars 2021 - 03:29:59

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Claire Gauzente. Does Anybody Read SMS-Advertising?: A Qualitative and Quantitative Study of Mobile Users’ Attitudes and Perceived Ad-Clutter. International Journal of Technology and Human Interaction, Idea Group Pub., 2010, 6 (2), pp.13 - 29. ⟨10.4018/jthi.2010040102⟩. ⟨hal-03016272⟩

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