Indian Journal of Science and Technology

Abstract

Background/Objectives: This paper attempted to examine factors affecting consumer attitudes, intentions and behaviors toward SMS advertising in Palestine. Methods/Statistical Analysis: An empirical study was conducted to collect the primary data using a questionnaire as a tool in order to test the hypotheses. The questionnaire was distributed to (400) respondents who were randomly selected from the population. Findings: The findings proved that there is a relationship between independent variables (i.e., entertainment, informativeness, irritation, and credibility) and the dependent variable (i.e., consumer attitudes toward SMS advertising “CATSA”) based on several reasons discussed thoroughly in this article. Additionally, there is a statistical relationship between CATSA and intentions; and between intentions and behaviors. Applications/Improvements: Although numerous studies have tackled the CATSA, a few of those studies has been carried out in the Arab countries (including Palestine); besides there is a global shortage of studies that investigated SMS advertising intentions and behaviors.

Keywords: Attitudes, Behaviors, Intentions, Palestine, and SMS Advertising