The Influence of SMS Advertising by Jordanian Commercial Companies on Mobile Phone Users' Consuming Behaviour

Abstract

This research aims to study the influence of SMS advertising used by Jordanian commercial companies on the behaviour of a number of mobile phones users. It is an empirical study on a sample of consumers in Jordan. A random sample of 250 Jordanians living in the various provinces was selected and a questionnaire was distributed, while a descriptive analytical approach was used to analyse the data collected from the questionnaires. Results have shown that the majority of participants agreed that SMS ads are important to them and that it influences their purchase behaviour. The results also indicated that there is a significant correlation between the use of SMS advertising and all consumer purchase behaviour variable, though weak. In addition, results have shown that there is a statistically significant correlation between the 'use of SMS ads' variable and consumer purchase motivations. Its interpretation ability was larger than its influence on purchase behaviour variables combined. The research arrived at a set of recommendations.

Key words:  SMS ads, Jordanian Commercial, mobile phones, Consuming Behaviour.