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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.11 No.7 pp.7-17
DOI : http://dx.doi.org/10.13106/jidb.2020.vol11.no7.7

The Differential Impact of Bulk Text Message Advertising on Consumer Attention

Forbes MAKUDZA1, Leonard MASIYANISE2, Edmore MTISI3
2 Researcher, Department of Finance, Birmingham University, U.K, Email: leonardmasiyanise@gmail.com
3 Researcher, Department of Strategic Management, Faculty of Commerce, Great Zimbabwe University. Zimbabwe. Email: edmoremtisi45@gmail.com

© Copyright: The Author(s)
This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
1 Corresponding Author. PhD Candidate, Lecturer, Business Management Department, Faculty of Agribusiness and Commerce, Manicaland State University of Applied Sciences, Zimbabwe. Email: forbesmakudza@gmail.com
May 23, 2020. June 28, 2020. July 05, 2020

Abstract

Purpose: The purpose of this study was to identify factors that enhance the effectiveness of bulk text message advertising on consumer attention in the telecommunications industry in Zimbabwe. Research design, data and methodology: The study collected data using structured questionnaires. The study attracted 293 responses from consumer subscribers of the Zimbabwean telecommunications industry. Data was analysed using SPSS and measures of association, direction, strength and significance were used. Results: The study found out that the examined variables of bulk text messaging (Simplicity, Frequency and Informativeness) had a positive significant impact on consumers‟ attention (𝛽= 0.645; p-value < 0.05). The study examined four bulk text advertising determinants, namely frequency, simplicity, informativeness and credibility. Only credibility was found to be statistically insignificant (p-value > 0.05), whilst frequency had an inverse effect on consumer attention. Simplicity of bulk text advertisements recorded a high positive and significant impact whilst informativeness was also positively, and significantly affecting consumer attention. Conclusions: The study concluded that for bulk text advertising to be effective, text messages should be informative, easy to understand and dispatched less frequently. It was further concluded that bulk text advertising should follow permission marketing where consumers consent before hand to be recipients of commercials.

JEL Classification Code: M31, M37, C12, C21

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