The Impact of SMS Advertising on Purchase intention by attending to Brand Equity mediating role

Subject Areas : مدیریت

Morteza Maleki Minbashzargah ¹ , Azim Zaree ² , Mahbobeh Asadzade ³

1 - Assistant Professor, Department of Business Management, Semnan University, Semnan, Iran
2 - Associate Professor, Department of Business Management, Semnan University, Semnan, Iran
3 - PhD student, Iran University of Medical Sciences, Department of Health Services Management, Tehran, Iran (Correspondence)

Received: 2020-02-03 Accepted : 2020-02-03 Published : 2018-02-20

Keywords: purchase intention, Insurance Industry, brand equity, SMS Advertising,

Abstract :

Mobile marketing offers great opportunities for businesses. Marketing activities supported by mobile devices allow companies to directly communicate with their consumers without time or location barriers. The aim of present research is to considring to relationship between SMS advertising and purchase intention by attending to brand equity mediating role in Mellat Insurance agencies in Mashhad. To achieve this goal by cluster sampling with allocation in accordance, 2 agent choose in different cultural and income situation in Mashhad and the sample has been choose within their customers. This research according to the goal is applicable method and based on collecting data as a description and is type of solidarity. Questionnaire has been used to gathering datas and datas have analyzed by smart PLS and SPSS soft wars. The results of this study show that SMS advertising is directly and indirectly via brand equity connected positively and meaningful to purchase intention. The results also indicate that the factor for time of use of the services is related to the purchase intention and brand equity.