The Effect of Motivations of Using Short Message Service on the Attitude toward Advertising

The rapid development of communication technologies and high penetration rate of cell phones in the community have introduced this device as the new channel of communication in marketing which allows the companies to access their customers with no limitation of time and distance. The primary purpose of the current study is to determine the mobile phone users’ motivation in using SMS through the theory of usage and enjoyment and their attitudes towards advertising through SMS. Questionnaires were used to collect the data from 402 Tehran citizens. Data analysis was conducted through exploratory factor analysis, regression and subgroup correlation analysis. The results show six motivation factors for using SMS including personal communication, comfort, call, social stewardship, enjoyment and universal expression. The results also indicate the direct effect of social stewardship motivations and ease of use on the attitude towards SMS advertising. According to the research results it can be suggested that organizations should create trust on advertising based on customers’ motivation and their attitudes toward this kind of advertising also the useful content of the advertising should noticed.