CONSUMER PERCEPTIONS TOWARDS SHORT MESSAGE SERVICE ADVERTISING AMONG KENYAN UNIVERSITY STUDENTS

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ABSTRACT
This study aims to explore and conceptualize the factors influencing consumer perceptions towards SMS advertising campaigns and to cognize the usage and insight of Kenyan University students in regard to SMS advertising. The study undertook an exploratory research approach despite the fact that it also embraced both qualitative and quantitative research strategies. In addition, four focus group discussions and a standardized questionnaire were exploited during data collection in a bid to institute the factors, which augment the use of SMS advertising. The outcomes confirm trust, permission, privacy issues, and product brand, value of the product, timing, message length, incentives and flexibility for response and consumer satisfaction as factors influencing the use of SMS advertising among university students. Furthermore, SMS advertising that were not conceptualized for new understandings by previous scholars in this research project were made available in this study. The outcomes of this research project will help marketing managers and policy makers to effectually communicate to the consumers through utilization of SMS advertising for maximum results. This research project gives a lecture on a momentous breach on matters concerning the prevailing facts in regard to social environment of marketing communication by successfully launching the factors influencing the effectiveness of SMS advertising hence making sense between the factors‟ inter-relationships.

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