What Factors Influence the Consumers' Attitudes Towards SMS Advertising: The Case of the Palestinian Banking Sector

The aim of this study is to investigate the factors that influence consumer attitudes toward SMS advertising in the Palestinian banking sector from the perspective of the banks' customers. To identify these influential factors, an empirical study was conducted utilizing a survey questionnaire to collect primary data. The data was obtained from 372 bank clients and analyzed using a multiple regression approach. The results identified a relationship between (entertainment, informativeness, irritation, and creditability) and consumer attitudes toward SMS advertising, implying that it is important for marketers to interact with their clients via SMS for advertising purposes. While this article builds on prior research, it also provides results that can aid academics and practitioners in their pursuit for SMS advertising success.