TY - GEN
T1 - Antecedent factors of consumer attitudes toward SMS, E-mail and social media for advertising
AU - Noprisson, Handrie
AU - Husin, Nanang
AU - Zulkarnaim, Nuralamsah
AU - Rahayu, Puji
AU - Ramadhan, Arief
AU - Sensuse, Dana Indra
N1 - Publisher Copyright:
© 2016 IEEE.
PY - 2017/3/6
Y1 - 2017/3/6
N2 - This paper attempted to investigate antecedent factor of consumer attitudes toward three advertising media, i.e. SMS, e-mail and social media. The research model adapted Ducoffe's model and Brackett&Carr's model. The analysis is based on a survey conducted in Indonesia. As many as 208 questionnaires have been collected to test 12 hypotheses through two-tailed test with significance level between 1% to 10%. As the result, four significant antecedent factors for attitudes toward SMS advertising: irritation, informativeness and credibility. Moreover, three factors, i.e. entertainment, informativeness and credibility, were correlated to costumer attitude toward e-mail advertising. The last, the attitude of social media advertising was only influenced by credibility aspect.
AB - This paper attempted to investigate antecedent factor of consumer attitudes toward three advertising media, i.e. SMS, e-mail and social media. The research model adapted Ducoffe's model and Brackett&Carr's model. The analysis is based on a survey conducted in Indonesia. As many as 208 questionnaires have been collected to test 12 hypotheses through two-tailed test with significance level between 1% to 10%. As the result, four significant antecedent factors for attitudes toward SMS advertising: irritation, informativeness and credibility. Moreover, three factors, i.e. entertainment, informativeness and credibility, were correlated to costumer attitude toward e-mail advertising. The last, the attitude of social media advertising was only influenced by credibility aspect.
KW - SMS advertising
KW - comparative analysis
KW - costumer attitude
KW - e-mail advertising
KW - social media advertising
UR - http://www.scopus.com/inward/record.url?scp=85017030900&partnerID=8YFLogxK
U2 - 10.1109/ICACSIS.2016.7872742
DO - 10.1109/ICACSIS.2016.7872742
M3 - Conference contribution
AN - SCOPUS:85017030900
T3 - 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
SP - 165
EP - 170
BT - 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
Y2 - 15 October 2016 through 16 October 2016
ER -