Analysis of the Effectiveness of SMS Marketing by Mobile Companies: A Case Study of Telecom Sector in Southern Punjab-Pakistan

Abstract

The objective of this study is to  explore  indirect effect of factors of SMS advertising i.e. trust, informativeness, and irritation on purchasing behavior through an intervening variable i.e. attitude of the customers. The relationship between these variables were measured through different statistical techniques such as descriptive statistics, correlation, principal component analysis (PCA), and multivariate regression analysis. Primary data was used in this study which was collected through field survey. A questionnaire was constructed through which the views of 319 students of universities belonging to three geographical regions of Pakistan i.e. Bahawalpur, D.G.Khan and Multan Divisions were recorded. Our Results shows positive relationship between trust and informativeness with attitude of the customers, while irritation is negatively related to the attitude of the customers. It may be mentioned that we have taken the attitude of the customers as a positive predictor of purchasing behavior and acts as a mediator.

Keywords: Emotional Intelligence, Personality Traits, Transformational Leadership, Leader’s Effectiveness