Ubiquitous Advertising in Emerging Market, An Empirical Study on the Adoption and Continuous Usage of SMS Advertising in Tanzania

Abstract

The ubiquity characteristic of SMS message persuade the marketers to extend market coverage through the adoption of mobile advertisiment. SMS became the new innovated opportunity of marketing communication, which is the easier method in delivery of advertising messages. This opportunity cannot be granted without the consumer’s willingness to adopt this new media to be their marketing communication channel. This article determine the behavior intention to adopt SMS advertising among mobile phone users in Tanzania. Applying the extended UTAUT2 model extending with content design to explore the motivating factors on adoption intention. Linear Regression analysis and Structural Equation Model in Amos LISREAL method version21 used. Results statistically confirms performance expectancy, effort expectancy, social norms, content design and hedonic motivation have effect on behavior intention to adopt the SMS advertising.  Uses of the phone (text message) significantly affected by performance expectancy in predicting the continuous usage of SMS ad. Facilitating condition reveled no effect on the adoption of SMS ad. Adoption of SMS ad significantly moderated by age and education, while gender has no effect. The study provide insight in proper segmentation of the market, designing relevant content that are user friendly and gratify the consumers’ goal oriented before embarking to new innovated SMS advertisement channel. Limitation has been cited and proposed for further research.

Keywords: Ubiquity, SMS advertising, Adoption.