CUSTOMERS’PERCEPTION TOWARDS BULK SHORT MESSAGE SERVICE (SMS) ADVERTISMRNT IN ETHIO TELECOM

Abstract

There has been a tremendous growth in the mobile telecommunication industry in Ethiopia New technologies and mobile devices have provided various new methods of advertisements. Mobile phones offer organizations to better reach the consumers with regards to frequency and impact of advertising. Thus, Short Message Services (SMS) offer new successful medium of advertising. this paper investigates customer perception towards SMS advertisement in ethiotelecom. To investigate the hypotheses of the study the data was captured from 321 customers of central Addis Ababa zone. The purpose of the design is to correlate perception of customers towards SMS advertisement with antecedents of perception towards advertisements namely relevant, entertainment, in formativeness, credibility and non-irritation. Descriptive statistics was used to explain demographic profile of respondents and The empirical findings of the study confirm the relationships between the identified latent variables and SMS advertisement. The finding shows that all variables of SMS advertisements positively correlated to consumers’ perception towards SMS advertisements. Based on research findings, theoretical and practical implications were discussed. Limitations and recommendations for future research were also highlighted.