Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Consumers Perceived Advertising Value and Attitude towards Sms Advertisements In Developing Countries: The Case of Fiji

Author(s): Neelesh Gounder, Jashwini Narayan, Samantha Naidu and Tuma Greig

What is the impact of three attributes of consumers??? Perceived Advertising Values and Attitudes (PAVA) towards SMS advertisements? Which feature(s) of an SMS advertisement persuades consumers to purchase what is advertised? What are our recommendations? To address these questions, this article discusses new insights in to the relationship between Infotainment, Credibility and Irritation, and the three attributes of PAVA; SMS advertisement features that persuade consumers to purchase what is advertised and provides solutions to marketers for improved SMS advertisements.
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