n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Perceptions towards SMS marketing : an exploratory investigation

Volume 16, Issue 2
  • ISSN : 1019-567X



Understanding customer perceptions of Short Message Service (SMS) marketing is necessary to use this medium more effectively and harness its true potential. This exploratory study used questionnaires to collect data from 18-24 year olds at the University of KwaZulu-Natal, Pietermaritzburg (UKZNP). Frequency tables and t-tests were used to interpret the data. Of the 242 respondents, the results showed that 99.6% of respondents used the SMS facility. Further results indicated that 38% of respondents liked to receive SMS advertisements, while 20.7% were indifferent to receiving these advertisements. These findings confirm the initial speculation that this age group is receptive to SMS marketing. SMS marketing lends itself to being used for maintaining relationships with regular customers.

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