Categorizing the Drivers of Consumer Acceptance of SMS Advertising by Fuzzy Topsis Technique (Case Study: Agriculture Bank(

Subject Areas : Agricultural Economics Research

N. Saeedi ¹ (Islamic Azad University, Central Tehran branch, Young researchers' and elite club, Tehran, Iran)
Mohammad Mehdi Movahhedi ² (Department of Industrial Management, FirouzKooh Branch, Islamic Azad University, FirouzKooh, Iran.)

Received: 2018-09-24 Accepted : 2020-05-14 Published : 2020-10-22

Keywords: control, financial benefits, creditability, social utility and content, perceived utility,

Abstract :

The current study with the purpose of identifying and categorizing the driving factors influencing on consumers’ acceptance of SMS advertising was accomplished in a society include 259 customer of Agriculture Bank in Tehran. The results of using structural equation model show that Financial Rewards, Credibility, Perceived Social Utility, Control, Perceived Utility and Context Utility affect significantly on SMS advertising acceptance which creditability, finance rewards and control were the most important ones. Continuously by applying fuzzy Topsis technique, 22 sub criteria were categorized that “permission to sending SMS”, “delivering SMS match private needs” and “encourage to more usage of mobile phone and pay attention to SMS” with approximate weights 0.624, 0.471 and 0.448 were selected as the most important sub criteria. Finally, by using AHP technique, 3 criteria of advertising acceptance were ranked which “positive attitude about advertising” (0.37) was the most and “tending to accepting advertising by SMS” (0.31) was the least important ones. Attending to the results, managers are advised to send related SMS in terms of customers’ needs and desires.

References:

- Asian, S., (2008). Using Balance Score Card (BSC) to measure organizational performance: Semnan Rolling Mills and Pipe Factories Group. Master Thesis of industrial management, Islamic Azad University, Semnan branch. (In Persian)

- Barwise, P., & Strong, C. (2002). permission-based mobile advertising, Journal of interactive marketing. 16 (1): 14-25.

- Bauer, H. H., Barnes, S. J., Rechardt, T., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework of empirical study. Journal of Electronic Commerce Research, 6 (3): 177-190.

- Chen C. T. (2000) Extension of the TOPSIS for Group Decision-making under Fuzzy Environment. Fuzzy Sets and Systems, 114: 1-9.

- Chen S. J., & Hwang C. L. (1999). Fuzzy Multiple Attribute Decision Making Methods and Applications, Springer, Berlin.

- Dickinger, A., Haghirian, P., Murphy, J., & Scharl, A. (2004). An investigation and conceptual model of SMS marketing. Proceeding of the 37th Hawaii International Conference on System Sciences (HICSS-37), IEEE Press, Hawaii, USA.

- GolchinFar, S., & Bakhtaei, A. (2005). Advertising lost clue. Tadbir Journal. 164: PP: 55-59. (In Persian)

- Haghirian, P., Madlberger, M., & Inoue, A. (2008). Mobile advertising in different stages of development: a cross-country comparison of consumer attitudes. proceeding of the 41^st Hawaii International conference on System Science.

- Haghirian, P., Madlberger, M., & Tanuskova, A. (2005). Increasing Advertising Value of Mobile Marketing – An Empirical Study of Antecedents. Proceedings of the 38th Hawaii International Conference on System Sciences

- He, D., & Lu, Y. (2007). Consumers Perceptions and Acceptances towards Mobile Advertising: An Empirical Study in China, The Sixth Wuhan International Conference on E-Business, 9 (2): 287-292.

- Hwang C. L., & Yoon, K. (1981). Multiple Attribute Decision Making: Methods and Applications, Springer, Berlin.

- Kalantari, K. (2009). Structural equation model in economical-social researches (by LISREL and SIMPLES software). 1^st ed, Saba publication, Tehran. (In Persian)

- Karjaluoto, H., Standing C., Becker M., & Leppäniemi M. (2008). Factors affecting Finnish consumers’ intention to receive SMS marketing: a conceptual model and an empirical study. International Journal of Electronic Business, 6 (3): 1-13.

- Lo´pez-Nicola´s, C., Molina-Castillo, F. J., & Bouwman, H. (2008). An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models. Journal of Information & Management, 45 (6): 359-364.

- Mehregan. M. R., AsghariZadeh, E., & Safari, H., (2008). Advanced operation research. Academic books Pub, 4^th ed, Tehran.

- Merisavo M., Kajalo S., Karjalouto H., Virtanen V., Salmankivi S., Raulas M., & Leppaniemi, M. (2007). An empirical study of the drivers of consumer acceptance of mobile marketing. Journal of Interactive Advertising, 7 (2): 41-50. 

- MMA UK. (2003). MMa code for responsible mobile marketing: a code of conduct and guidelines to best practices, www.mmaglobal.co.uk.

- Momeni, M., & Faa’ Ghayoumi, A. (2008). Statistical analysis by SPSS, New book publication, 2^nd ed, Tehran. (In Persian)

- Okazaki, S., & Taylor C. R. (2006). What is SMS advertising and why multinationals adopt it? Answers from an impirical study in European markets. Journals of Business Research, 61 (1): 4-12.

- Palmer, A. (1994). principals of service marketing. McGraw Hill Book Company, England.

- Rettie, R., Grandcolas U., & Deakins B. (2005). Text message advertising: Response rates and branding effects, Journal of Targeting, Measurement and Analysis for Marketing,13 (4): 304-312.

- Richards, J., & Curran, C. (2002). Oracles on advertising: searching for a definition. Journal of advertising, 16 (2): 63-77.

- Rousta, A., Venous, D., & Ebrahimi, A. (2004). marketing management. 7^th ed. SAMT pub, Tehran. (In Persian)

- Saeedi, N. (2009). Surveying the driving affecting factors on mobile advertising acceptance. Master Thesis of business administration, Alzahra University. (In Persian)

- Scharl A., Dickinger A., & Murphy J. (2005). Diffusion and success factors of mobile marketing, Electronic Commerce Research and applications, 4 (6): 159-173.

- Semih, O. (2009). Long Term Supplier Selection Using a Combined Fuzzy MCDM Approach: A Case Study for a Telecommunication Company. Journal of Expert Systems with Applications. 36: 3887–3895.

- Shen, X., & Huaping, C. (2008). An Empirical Study of What Drives Consumers to Use Mobile Advertising in China, The 3rd International Conference on Grid and Pervasive Computing – Workshops.37.

Stahlbrost A., (2005). Evaluation of a mobile marketing from a user perspective, Master Thesis of business administration, Luleå University.

Vatanparast, R., & Butt, A. (2009). Factors Affecting Use of Mobile Advertising: A Quantitative Study, Proceedings of the 42nd Hawaii International Conference on System Sciences.

Yeh, C. H., & Deng, H. A. (2004). Practical Approach to Fuzzy Utilities Comparison in Fuzzy Multi-Criteria Analysis. International Journal of Approximate Reasoning, 35 (2): 179-194.

Zeleny, M. (1982). Multiple Criteria Decision Making, McGraw-Hill, New York.