Antecedent factors of consumer attitudes toward SMS, E-mail and social media for advertising

Handrie Noprisson, Nanang Husin, Nuralamsah Zulkarnaim, Puji Rahayu, Arief Ramadhan, Dana Indra Sensuse

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publication2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages165-170
Number of pages6
ISBN (Electronic)9781509046294
DOIs
Publication statusPublished - 6 Mar 2017
Event8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016 - Malang, Indonesia
Duration: 15 Oct 201616 Oct 2016

Publication series

Name2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016

Conference

Conference8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
CountryIndonesia
CityMalang
Period15/10/1616/10/16

Keywords

  • comparative analysis
  • costumer attitude
  • e-mail advertising
  • SMS advertising
  • social media advertising

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