Unsolicited commercial message
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This study investigated young consumer attitudes, intentions and behaviour to receiving unsolicited commercial messages. I focused on the Vietnamese market where mobile phone subscribers has risen to 130,4 million (2009); however, its findings affirm that consumers generally held negative attitudes about receiving unsolicited ads because they found unsolicited commercial messages annoying.
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Unsolicited commercial message
- 1. Young consumers attitudes toward unsolicited commercial messages By Hoang Tu Quynh Lecturer: Duong Trong Hue
- 2. What is unsolicited commercial message? Unsolicited commercial messages Push Model Pull Model Request Commercial Messages (Dickinger et al. 2004) Marketer Consumer Consumer Marketer
Editor's Notes
- Unsolicited commercial message is a concept in mobile marketing. Marketer utilizes the SMS technology to send commercial messages to consumers. There are two models in SMS advertising, the push and pull model. In the pull model, marketer promote the information that is requested by the consumer while in the pull model, marketer send messages to consumers without their prior permission or request.
- Why do I study attitude? Mobile advertising is a good indicator of intention to use mobile advertising to consume
- The findings from this study is similar to those in the literature review. As the study of Tsang and his colleagues, Grant & O’ Donohoe, Drossos and his colleagues) Consumers hold negative attitudes about receiving mobile advertisements and permission is a major factor affected how consumers feel about SMS ads.