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Content relevance and delivery time of SMS advertising

机译:短信广告的内容相关性和投放时间

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This study investigated the influence of content relevance and delivery time on Short Message Service (SMS) advertising effect, which was measured in terms of attitude, purchase intention, and involvement. Participants received advertisement text messages at different times of a day and on different days of a week. Results indicated that higher content relevance is associated with higher attitude and more positive behaviour intention. Also, delivery time will significantly affect the effectiveness of SMS advertising. Best effects occur on Mondays and weekends. Additionally, the participants showed higher acceptance and purchase intention in afternoon and evening hours, rather than in morning hours.
机译:这项研究调查了内容相关性和交付时间对短消息服务(SMS)广告效果的影响,这是通过态度,购买意愿和参与度来衡量的。参与者在一天的不同时间和一周的不同天收到广告文字消息。结果表明,较高的内容相关性与较高的态度和更积极的行为意图相关。同样,交付时间将严重影响SMS广告的有效性。最好的效果发生在星期一和周末。此外,参与者在下午和晚上而不是早上,表现出更高的接受度和购买意愿。

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