Antecedent factors of consumer attitudes toward SMS, E-mail and social media for advertising

摘要

This paper attempted to investigate antecedent factor of consumer attitudes toward three advertising media, i.e. SMS, e-mail and social media. The research model adapted Ducoffe's model and Brackett&Carr's model. The analysis is based on a survey conducted in Indonesia. As many as 208 questionnaires have been collected to test 12 hypotheses through two-tailed test with significance level between 1% to 10%. As the result, four significant antecedent factors for attitudes toward SMS advertising: irritation, informativeness and credibility. Moreover, three factors, i.e. entertainment, informativeness and credibility, were correlated to costumer attitude toward e-mail advertising. The last, the attitude of social media advertising was only influenced by credibility aspect.