THE ROLE OF SMS'S FRONTLINES IN MOBILE ADVERTISING BASED ON CONSUMER ATTITUDE

Information technology (IT) formed the commerce and the marketing strategy for the companies. One side of the marketing that is affected by IT is the advertising. Short Messaging Service (SMS) is one of the channels that is using for marketing. It is becoming important to reach the possible customers via mobile phones. The attitude towards mobile advertising strongly depends on the message characteristics. Therefore, too much work needs to be performed concerning the advertising by using SMS to make it more attractive, creative and effective. The lack of studies which give rich knowledge about the role of the frontlines in SMS messaging and how can affect the consumer attitude toward mobile advertising is very remarkable. This study reviewed the existing factors that affecting the consumer attitude towards mobile advertising, and proposed a research model regarding the factors that affect the SMS's frontlines in mobile advertising based on consumer attitude. This model was based on systematically analyzing and extracting all the factors affecting the attitude towards mobile advertising and then developed the model according to these models and the understanding of the researcher from the literature. To effectively evaluate the research model, a quantitative research was adopted. Data was collected by survey questionnaires from 153 respondents. The SmartPLS tool was used for data analysis. In sum, the results of this research show that all factors have a significant impact on the attitude towards mobile advertising in the domain of SMS's frontline. The proposed model will be beneficial to the marketers and researchers by understanding the main factors influencing the consumer attitude towards mobile advertising concerning the frontlines of the SMS. Moreover, it will encourage more researchers in this field to uncover the lacks and find the better solutions.