The Effectiveness of Short Message Services (SMS) Marketing on Customer Engagement in Mobile Apps in the Mobile Telecommunication Industry in Sri Lanka: The Mediating Effect of Attitude Towards SMS

Abstract

With the rapid evolution of mobile technology, SMS marketing has become an integral tool in enhancing customer engagement, particularly within mobile apps. This study investigates the effectiveness of SMS marketing in the Sri Lankan mobile telecommunication industry, with a specific focus on how attitude towards SMS mediates its impact on customer engagement in mobile apps. By addressing a critical research gap, this study integrates SMS marketing strategies, consumer behavior, and technological adoption to evaluate their interconnected effects within the industry. The research adopts a positivist approach, utilizing a quantitative methodology to test hypotheses employing a structured survey with 26 questions targeting 418 respondents aged 18 and above. The analysis focuses on three primary variables: SMS marketing as the independent variable, customer engagement in mobile apps as the dependent variable, and attitude towards SMS as the mediating variable. The conceptual framework is based on the Stimuli-Organism-Response (SOR) model, examining the relationship between SMS marketing, attitude towards SMS, and customer engagement. Data analysis techniques include reliability and validity assessments, regression analysis, and mediation testing to validate the hypotheses. The research was conducted within the Sri Lankan mobile telecommunication industry, and data analysis was performed using the Statistical Package for the Social Sciences (SPSS) version 23 to ensure accurate statistical insights. Findings reveal a significant positive relationship between SMS marketing and customer engagement in mobile apps, with attitude towards SMS acting as a critical mediator. Specifically, SMS marketing's effectiveness is enhanced when customers perceive the messages as entertaining, informative, and credible. Conversely, irritation an intrusive SMS content negatively impacts engagement. The mediating role of attitude underscores the importance of emotional and cognitive responses in determining the success of SMS campaigns. The study also identifies key factors influencing attitudes towards SMS, including entertainment, informativeness, irritation, credibility and intrusiveness. The study acknowledges several limitations, including a relatively small sample size because of the time limitation. Future research could expand the scope to include cross-industry comparisons or longitudinal studies to examine the evolving dynamics of SMS marketing and app engagement. Additionally, exploring the role of emerging technologies, such as artificial intelligence and machine learning, in personalizing SMS content offers promising avenues for further investigation. Theoretical implications extend existing literature on mobile marketing by bridging the gap between SMS marketing and app engagement, highlighting the interplay of customer attitudes as a mediator. Practically, the findings provide actionable insights for telecommunication companies in Sri Lanka. To maximize engagement, marketers should focus on crafting personalized and contextually relevant SMS campaigns that resonate with customers' preferences and reduce perceived intrusiveness. Furthermore, integrating SMS marketing with app-based promotions and leveraging data analytics can enhance the alignment of marketing strategies with user behaviors.