Skip navigation
st. Mary's University Institutional Repository St. Mary's University Institutional Repository

Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/5903
Full metadata record
DC FieldValueLanguage
dc.contributor.authorTAYE, MENBERE-
dc.date.accessioned2021-06-11T12:31:09Z-
dc.date.available2021-06-11T12:31:09Z-
dc.date.issued2020-12-
dc.identifier.uri.-
dc.identifier.urihttp://hdl.handle.net/123456789/5903-
dc.description.abstractThere 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.en_US
dc.language.isoenen_US
dc.publisherST. MARY’S UNIVERSITYen_US
dc.subjectSMS, Advertising, relevancy, entertainment. in formativeness, non-irritation, credibilityen_US
dc.titleCUSTOMERS’PERCEPTION TOWARDS BULK SHORT MESSAGE SERVICE (SMS) ADVERTISMRNT IN ETHIO TELECOMen_US
dc.typeThesisen_US
Appears in Collections:Project Management

Files in This Item:
File Description SizeFormat 
final menbi paper.pdf1.82 MBAdobe PDFView/Open
Show simple item record


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.