Consumers Perception and Responsiveness to Bulk SMS Advertising in the Sudan
Abstract
Mobile advertising has emerged as one of the most popular applications in mobile commerce, particularly in the form of SMS (Short Message System) advertising. This study aimed to explore how people of Sudan, perceive and respond to SMS marketing. The study employed descriptive approach to analyze the responses of a cross-sectional survey carried out with 240 mobile-phone users in Khartoum State. The results of the survey indicate that consumers generally feel positively about receiving SMS advertising but they have some concerns about providing their personal data to advertising companies. These findings confirm previous literature on privacy issues surrounding mobile advertising where consumers have a strong fear of spam and misuse of their personal data. The findings also suggest that consumers expect advertising messages to be relevant, less frequent and incentive based. The results also show high potential of SMS advertising in respect of level of advertising awareness and readership. Moreover, the results of the study indicate that there are many issues relating to this area, need to be addressed through future research.
References
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Bamba F. & Barnes S.(2007),"SMS Advertising, Permission and the Consumer: a Study". Business Process Management Journal, vol.13, No. 6, pp. 815-829.
Barcutcu S., (2007), "Attitudes Towards Mobile Marketing Tools". Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16, 1, 26–38.
Barwise, P., and Strong, C. (2002) “Permission-Based Mobile Advertising,” Journal of Interactive Marketing, Vol. 16: No. 1, pp. 14-24.
Bezjian-Avery, A. et al (1998), “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research Vol. 38(4), 23-32.
Bauer H.H. et al (2005),“Driving Consumer Acceptance of Mobile advertising” Journal of Electronic Commerce Research, vol. 6 (3), p 181- 192.
Drossos D. et al (2007) “An Empirical Assessment of Factors that Influence the Effectiveness of SMS Advertising” Proceedings of the 40th Hawaii International Conference on System Sciences. IEEE, www.ieee.org
Dubow J.(1994),“Point of view Recall Revisited: Recall Redux”, Journal of Advertising Research. Vol. 34, No.3, May- June, pp 92-111
Fuller, P. (2003)"Why spam doesn't have happen on mobile devices", Mobile Marketing Association, Nov. 2,http://www.mmaglobal.com/about/index.html
Heinonen, K. and Strandvik, T. (2003),"Consumer Responsiveness to Mobile Marketing". In Proceedings of the Stockholm round table, Stockholm.
Karjaluoto, Heikki; et al (2008) “Customers’ Intention to Engage in Permission based Mobile Marketing Communications”. Proceedings of the European Marketing Academy Conference (EMAC(, Brighton, UK, May 27-30
Kavassalis, P., et al (2002), ‘Mobile Permission Marketing – Framing the Market Inquiry’, Proceedings of the 13th International Telecommunications
Society's (ITS), European Regional Conference, Madrid, Spain.
Kotler P, Keller LK (2006). Marketing Management 12th Edition. New Delhi: Prentice Hall.
Leppäniemi, M. et al ( 2005), Factors Affecting Customers’ Willingness to Receive Mobile Marketing. Proceedings of the 4th International Conference on Research in Advertising (ICORIA), Saarbruecken, Germany, pp.249-253.
Mehta. A. “Advertising Attitudes and Advertising Effectiveness", Journal of Advertising Research Vol. 40 , No. 3 (May 2000): p67
Mehta, A., & Purvis, S., (2006), “Reconsidering Recall and Emotion in Advertising”. Journal of Advertising Research Vol. 46 (1), pp. 49-56.
Suher & Ispir. (2009), "SMS Advertising In Turkey: Factors Affecting Consumer Attitudes". Journal: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. Vol.21, PP 447-459, Issn: 13021796
Melody M. Tsang, et al (2004), “Consumer Attitudes Toward Mobile Advertising: An Empirical Study”International Journal of Electronic Commerce / Spring Vol. 8, No. 3, pp. 65–78.
Waldt & Brown (2009) “Attitudes of Young Consumers Towards SMS Advertising”, African Journal of Business Management Vol.3 (9), pp. 444-452,
Internet sources:
Mobile Marketing Association , Mobile Advertising Guidelines (2011), Version 5.0, http://mmaglobal.com/mobilecouponguidelines.pdf, accessed on 11/10/2011
BuddeCom, http://www.budde.com.au/Research/Sudan-Telecoms-Mobile-and-Broadband.html , accessed on 13/10/2011
Clickatell, Business Mobility Guide, Research Report, 2003; http://www.clickatell.com, accessed on 11/10/2011
Central bank of Sudan, Annual Report ,2012. www.cbos.gov.sd accessed on 16/11/2013.
Published
2012-01-01
How to Cite
MANSOUR, Ilham H.
Consumers Perception and Responsiveness to Bulk SMS Advertising in the Sudan.
Gezira Journal of Economic and Social Sciences, [S.l.], v. 3, n. 1&2, jan. 2012.
ISSN 1858-6023. Available at: <http://37.60.236.48/index.php/gjess/article/view/251>. Date accessed: 03 june 2026.
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