Abstract:
This thesis is about the impact of SMS advertising on “Attitude of consumer towards SMS advertising” and the impact of mediator effect of attitude on “Consumer Buying Behavior”. The main objective of this research was to discover the impact of SMS advertising element on consumer attitude towards SMS advertising. It is further discussed in the research how attitude towards SMS advertising lead to promote consumer buying behavior. There are four independent variables in this research that include Informativeness, Entertainment, Credibility and Irritation. Attitude towards SMS advertising is selected as mediating variable and consumer buying behavior as dependent variable. For collection of data, online questionnaires from google forms and as well as hardcopy of questionnaries were distributed. The total number of responses were 200. All the analysis were done from the software called SPSS and different results were collected in form of chronbah’s Alpha, correlation, regression, crosstab and Hayes process were extracted. At the end result of these variables indicates that there Informativeness, Entertainment, Credibility and Irritation possess impact on Attitude towards SMS advertising and Consumer buying behavior. In the end of thesis recommendation for the research are given. There were some limitation that include limited time period. The study can further improved by adding more variables for analyzing the impact of SMS advertising.
