IMPACT OF SMS ADVERTISING ON CONSUMER BUYING BEHAVIOR

Abstract

This study aims to measure a wide range of impact of SMS advertising on reaction, preference and action of consumers. Primary Data for this study was gathered from the consumers of the non-governmental national and international companies working in Pakistan In order to collect the data from respondents study has used the convenience sampling method. Sample size consists of 280 consumers of Azad Kashmir. The result of correlation shown independent variable SMS advertising has strong and significant correlation with consumers’ buying decisions. The results of regression analysis show that SMS advertising has a positive and significant relationship with consumers’ buying decisions having Beta value as .497 with p<.01. This study will provide a clear understanding to the policy makers, researchers and corporations. They can build their confidence and can make more rational decisions towards policy formulation about role of SMS advertising on buying behavior of consumers.