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Research Paper | Marketing | Volume 15 Issue 3, March 2026 | Pages: 984 - 989 | India
Impact of SMS Marketing Attributes on Purchase Intention: The Mediating Role of Consumer Attitude in Hyderabad City
Abstract: In the developing world the mobile communication technologies has significantly transformed modern marketing practices. Among various digital marketing tools, SMS marketing has come up with an effective medium for sending promotional messages directly to consumers. SMS marketing enables businesses to communicate product information, promotional offers, and service updates instantly, thereby enhancing customer engagement and influencing purchasing behavior. However, consumer responses to SMS marketing largely depend on how marketing messages are perceived in terms of their informativeness, personalization, credibility, and level of irritation. This study explores to know the effect of SMS marketing attributes on consumers' purchase intention. In particular, it analyzes how attributes like credibility, informativeness, personalization, and irritation shape consumer perceptions of SMS marketing, thereby influencing their purchasing decisions. Data were gathered from 376 participants through a questionnaire by using a five-point Likert scale. The analysis of the data was conducted to know descriptive statistics, reliability, correlation, and multiple regression analysis by using IBM SPSS 23. As findings reveal that informativeness, personalization, and credibility have a significant and positive effect on consumer attitudes toward SMS marketing and irritation has a negative effect. Furthermore, consumer attitude toward SMS marketing significantly influences purchase intention. The results focused the importance of developing informative, credible, and personalized SMS marketing and minimizing consumer irritation caused by excessive promotional communication. The research offers significant insights for marketers and organizations aiming to develop effective SMS marketing strategies that improve customer engagement and boost consumer purchase intention.
Keywords: SMS Marketing, Mobile Advertising, Consumer Attitude, Purchase Intention, Digital Marketing
How to Cite?: Dr. Mohd Arif Shaikh, Dr. P. Suganda Devi, Houreen Khanam, "Impact of SMS Marketing Attributes on Purchase Intention: The Mediating Role of Consumer Attitude in Hyderabad City", Volume 15 Issue 3, March 2026, International Journal of Science and Research (IJSR), Pages: 984-989, https://www.ijsr.net/getabstract.php?paperid=SR26316134053, DOI: https://dx.dx.doi.org/10.21275/SR26316134053