The impact of incentives on attitudes towards the use of short message sievice advertising

Azam garosi¹

1) Iran University of business managment Email:

IOI Code : XYAC-ZCACG
Publication : 3rd.International Conference on Modern Research’s in Management,Economics & Accounting(3meaconf.com)
Abstract :
    Due to the increasing mobile phone users using text messaging to advertising led to a mobile phone as a new media and new marketing applications to be considered. One of the obstacles to the effectiveness of these ads, promotional messages and avoid paying attention to them by users. The present study examines the relationship between attitudes and behavior and the factors influencing attitudes advertising audience is addressed. For the purpose, a model was used ti identify factors influencing the desing approach and test. The necessary data by randomly sampling questionnaire consisting of 21 guestions were collcted from 247 patients. Data were analyzed using SPSS software. According to the results of the K-S test showed that data are abnormal. The test in used to spearman check hypotheses. The hypothesis of a direct relationship between attitude and behavior was confirmed. Also according to the model of the factors affecting the attitudes that are informative, reliability, courtesy and personalize their message direct and positive impact on audience attitudes and were approved. The results suggested that the organization, the date and the contents of messages and users trust in their attention and promotional messages designed to suit the needs of the audience and be sure to write the audience permission of these items will be considered.

Keywords : advertising attitude containing the information trustworthy courtesy customize