A Perceptual Study towards Emergence of Text Messaging as a Marketing Tool

Abstract

Text messaging, also known as "texting", refers to the exchange of brief written messages between mobile phones over cellular networks. The use of mobile phones has increased significantly over the period of time. Text messaging is gaining popularity as an advertising medium because it is relatively inexpensive and allows businesses to reach out to highly targeted consumers. Millions of people all over the world have the ability to receive text messages. In order to study the perception of people towards increasing use of mobile technology for advertising, the present study has been undertaken on 120 mobile users from the state of Punjab. The data has been analysed using descriptive statistics, Friedman’s two-way ANOVA, Chi-square and Factor analytic approach. The study revealed that the companies are making use of mobile technology at an increasing rate for advertising their products and the preferences of the customers are also widely changing in terms of source of purchase. Also the study revealed that respondents consider mobile advertising as informative though the negative aspects are there.