Acknowledgement

A huge thankfulness for our grateful god Allah almighty that give our change
to live and give me a chance to learn as a student. I feel grateful because I can
learn this subject that give me valuable knowledge in research study and writing for
my beginning of my further study.
Without my beloved lecturer Miss Yasmin Ishak that teaches me about this
subject with passion and I feel grateful because of her teaching. Very special thanks
for her that guide us in making this assignment especially.
Besides, I would like to thanks Madam Nor Fariza Hanim Kasim from
Department of Statistical Malaysia and Dr. Mohd Faiz Nordin from University
Technology Petronas in guiding me to do the research.
I would like to thanks all the people involve especially the residents of Seri Iskandar
and who involve indirectly in my research.

Abstract
The finding of this study had resulted that all three hypothesis are accepted having
positive relationship between mobile users perception toward SMS advertisement
affected by irritation, credibility and advertisement content. From the findings,
mobile users have positive perception toward SMS advertisement and the
significant factors influences are credibility. When the mobile users trust the
company, organization or MNO, they will act positively to read and helps them to
get information. This research conducted on 83 respondents in Seri Iskandar, Perak.
The study found that mobile users perception affected by the three variables. The
study also correlated the mobile users perception with their action and behavior.
There is positive relationship between mobile users perception and action toward
SMS advertisement. Overall study explained half by the independent variables
toward the dependent variable.
Keyword: SMS advertisement, mobile users perception, irritation, credibility,
advertisement content, mobile users action

Table of Content
Title

Page

List of Figure and Glossary

1.0 Introduction

5
7

2.0 Problem Statement and Research Questions

3.0 Objective of Study

10

4.0 Literature Review and Theoretical Framework

11

4.1 Mobile Users Perception

4.2 Irritation

11
12

4.3 Credibility

12

4.4 Advertisement Content

12

4.5 Theoretical Framework

13

5.0 Hypothesis and Questions

14

6.0 The Design Method and Procedure

15

6.1 Sampling

15

6.2 Instrumentation

15

6.3 Data Collection

16

6.4 Data Analysis

16

6.4.1 Demographic Profile

17

6.4.2 Reliability of Data

17

6.4.3 Respondents Profile

17

6.4.4 Variable Analysis

19

6.4.5 Cross Tabulation

23

6.4.6 Pearson Correlation

26

6.4.6 Regression Analysis

27

7.0 Limitation

28

8.0 Recommendations

29

9.0 Summary and Conclusion

30

10.0 References

32

Appendices

34

List of Figure and Glossary

Figure
Figure 1: Mobile Advertising Techniques
Figure 2: Theoretical framework for testing mobile users perception toward SMS
advertisement
Figure 3: Respondents gender
Figure 4: Respondents age

Table
Table 1: Short code type
Table 2: Cronbachs Alpha Reliability Test
Table 3: MNO used by respondents
Table 4: Perception dependent variable frequency
Table 5: Irritation variable frequency
Table 6: Credibility variable frequency
Table 7: Advertisement content variable frequency
Table 8: MNO and How Frequent mobile users receive SMS advertisement in week
Cross tabulation
Table 9: Do mobile users preferred receive SMS advertisement and SMS
advertisement base on Cross tabulation
Table 10: How frequent mobile users receive SMS advertisement in week * Action
when receive SMS advertisement Cross tabulation
Table 11: How mobile users preferred receive SMS advertisement * SMS
advertisement provide information Cross tabulation

Table 12: Overall perception like toward SMS advertisement * Mobile users action
on SMS advertisement they receive
Table 13: Correlation table of perception, irritation, credibility and advertisement
content
Table 14: Model summary of R Square

Glossary
SMS

Short Message System

MNO

Mobile Network Operator

MVNO

Mobile Virtual Network Operator

MCMC

Malaysia Communications and Multimedia Commission

CFM

Communications and Multimedia Consumer Forum of Malaysia

SPSS

Statistical Package for the Social Science

MCS

Mobile Content Service

1.0 Introduction
Telecommunication on telephone had started in the mid of 1990 to deliver live wave
voice from one telephone to another telephone for a long range distance. It had
been evolving from the basic Morse code system that helps the US Army to send the
information. The evolution of the phone technology changed the ways of sending
the information from voice to text. Emerging market in mobile phone manufacturing
provide a huge number of mobile phone users that use various telecommunication
services. Asia is the top leading part in producing the mobile phone and keeps
increasing 30% every year (Bamba & Barnes, 2007). The traditional ways of mobile

marketing consist of ten type of advertising technique.

Figure 1: Mobile Advertising Techniques
Source: (Singla, 2015)
This

commercial

opportunity

grabbed

by

mobile

phone

manufacturer

and

telecommunication provider to make a profitable business. The Short Message

System (SMS) had given lot of benefits and values to personal users and
organization. For example, personal messaging help mobile users to communicate
faster with much information while the organization take the advantage of SMS to
deliver the message for a wide range of potential customers. Otherwise, marketers
had used this opportunity to promote the company product and services as the new
type of direct marketing. Traditionally, direct marketing is the process of face toface selling process, but the SMS advertising can reach easily to the audience
mobile phone without any direct engagement (Roach, 2009).
In Malaysia market, there are 8 Mobile Network Operator (MNO) and 8 Mobile Virtual
Network Operator (MVNO) which provide the mobile network service of the entire
Malaysia. Malaysia Communication and Multimedia Commission (MCMC) is the
7

government body that oversees all the telecommunication companies under the
Communications and Multimedia Act 1998. In 2014, mobile penetration in Malaysia
increase 140% on overall population of 30 million people.
The SMS advertisement is easier from the traditional direct marketing and
marketers undertake the main function of personal SMS to the new evolution of bulk
SMS advertising to make a profitable and efficient method of advertisement that
reach directly to the potential customers mobile phone. Accordingly, nowadays
economic crisis push businesses to use a very cheap advertising method such this
SMS advertising.
Short code is the Mobile Content Service (MCS) that provided by MCMC for the ease
of use and patent the registered MNO service number. There are three types of
short code in Malaysia:
Type
2- Digits Series
3- Digits Series
6- Digits Series

Organization Use
Network operator
Premium services MNO
Corporate
and
bulk

Example
05, 02, 03
122, 124, 118
333666, 566777

services
Table1: Short code type
Source: MCMC
The SMS advertising will send using the 6-digits short code and the subscription
response may apply such REGISTER, ON, REG and others. This response on
the short code service will bound with transportation charge such RM 0.15 per SMS
(Malaysian Communications and Multimedia Commission). The bulk SMS service
usually send the content such mobile personalization, infotainment, information,
banking and financial services, communication and government services.

2.0 Problem Statement and Research Questions

Marketing strategy and technique had been evolved accordingly from the traditional
ways of printing and digital media to the new direct marketing technique of SMS
advertisement that reaches the target audience faster. When the opportunity of fast
reaching the audience in simpler way, marketers are fully utilize the SMS
advertising in larger scale. They need bulk SMS advertising with a short period of
time and low cost of advertisement. So, they use the service from the company that
provides bulk SMS advertisement with low cost. There is also a machine that had
been created to run the SMS bulk advertisement by them.
To get a huge number of audiences, marketers need their personal phone numbers
and their permission. In order to get the phone numbers, several companies use
some techniques of getting the data such using membership card registration,
promotional form, lucky draw, contest and others. After they get the phone
numbers, they also can determine customers behavior in the membership card
purchase history. So, the marketers can segment their customers and send direct
promotional SMS advertisement to the right person.
Although, personal phone number is the issues of privacy that mobile users may
not give the permission to get SMS direct advertisement. SMS spamming is the
issues when most company abuse the SMS system to promote, scam and other
purposes. This type of SMS that had been sent to the mobile user will irritate mobile
users that receive much unusual text to promote and persuade them to enter a
contest. In addition, some of the SMS will have the charge for the SMS and the
content that they sent but mobile users did not request any of the content provided.
According to Malaysia Communication and Multimedia Commission (MCMC), there
are 12 companies that did not follow the standard of their licenses of promoting and
service provider and all the 12 companies had been compounded with RM 260,000
(Kugan, 2013). From this situation, the companies had overdone their marketing
promotion and customers also complaint the issue to Communications and
Multimedia Consumer Forum of Malaysia (CFM). CFM had received a total of 630
complaints in 2015, 511 complaints in 2014 and 513 complaints in 2013 (Asia,
2015).
9

RQ1. What are the factors affecting mobile users perception towards SMS
advertisement?
RQ2. What are mobile users actions toward SMS advertisement?
RQ3. What are the important of SMS advertising to mobile users?

10

3.0 Objectives of Study

The objective of study will provide the direction for the research to have a clear path
in undergo the research in specific scope. This objective will guide to better
understanding on the research topic

To analyze the factors affecting mobile phone users perception toward SMS
advertisement
To investigate mobile users action towards SMS advertisement
To explain the importance of SMS advertisement content to mobile users

11

4.0 Literature of Review and Theoretical Framework

4.1 Mobile Users Perception
Perception is synonym word of opinion that is subjectively different among human
being. The perception may give a general answer of good or bad, positive or
negative, and others. It shows the person point of view about something that they
had observed, know and experience (Kazmi, 2012). Perception also related to the
like and dislike feeling to human that is important for business to know about. If
business has good perception from customers, mean the business may have a good
sign of profitability and customers satisfaction. When the business has a good
perception, it will derive more on customers intention to make purchase and
increase brand trust. It is same to the SMS advertisement, mobile users is the
customers or the audience opinion or point of view about the advertisement. When
good SMS advertisement sent, it will bring more mobile users trust and want to
response on the advertisement.
Mobile users perception toward SMS advertisement will determine the effectiveness
of using and sending the advertisement through SMS method. If the SMS
advertisement perception is bad and it will not effective for business to use the
method of advertising. Thus may help the company to reduce cost of sending the
SMS in bulk to customers without considering about their perception. According to
(Singla, 2015), most of mobile users that receive the advertisement through SMS
will keep the SMS and read it later. That show that the mobile users may not
interested to read the advertisement and their perception toward the advertisement
may not good.

4.2 Irritation
When business or marketers use the blast SMS advertisement technique, it sends
various messages to all audience or potential customers. The message not just give
information about the promotion but sometimes, the message persuade and
confusing people about the brand and the information. The SMS advertisement is
manipulate customers perception and customers are receiving the unwanted SMS
which irritate them (Almossawi, 2014). When customers feel irritate about the SMS
12

itself, the advertisement will face the negative impact from the customers. This is
because the customers are confusing about the information and how they get their
privacy numbers. According to Ahmadi et al. (2013), the advertisement that they
irritate the customers shows negative response to the company promotional
campaign (Ahmadi, Masrour, & Khaksar, 2013). The research conducted by (Kumar
& Raju, 2015) about the SMS advertisement effectiveness, it shows the good sellers
that sent SMS advertisement to the customers did not give any irritation perception
toward the advertisement. In supporting the irritation factor that effect the
perception toward customers, the theoretical study had been developed by (Tsang,
Ho, & Liang, 2004) that found customers perception of irritation negatively
correlated with customers attitude towards SMS advertisement.
H1: Irritation factor has positive relationship toward mobile users perception

4.3 Credibility
According to (MacKenzie B., Lutz, & Richard, 1989), credibility is about the extent of
customers toward the product or service brand to be truthful and believable. A
crucial part of using SMS advertisements for the target audience is about the
credibility of the advertisement itself. It may influence to the response of customers
toward the advertisement whether to reply the SMS, join the contest, polling and
make purchases. When mobile users do not have the trust of the advertisement, it
may affect low effectiveness to the SMS advertisement and the low effectiveness of
promotional campaign will increase the cost for an organization to use it. (Brackett
& Carr, 2001) found that the credibility factor is significance toward customers
perception. In addition, the significance of customers perception on credibility relies
on the advertisement medium. In other findings developed by (Almossawi, 2014)
customers are more intent to receive and response on printed message rather than
internet message.
H2: Credibility has positive relationship toward mobile users perception

4.4 Advertisement Content

13

The content of the advertisement will influence mobile users perception when the
SMS advertisement itself is useful and help mobile users to understand what the
message is and content marketers want to deliver. Marketers had developed the
interesting ways of delivering the useful and sufficient information to the audience
(Gordon & LimaTurner, 1997). By using this way of advertisement, it may not
interrupt the mobile users perception because the advertisement is interesting.
According to (Chowdhury, Parvin, Weitenberner, & Becker, 2006), SMS recipient did
not feel annoyed if they receive the SMS advertisement which is interesting and
relevant. The advertisement must complete with the specific time, information,
contact and how to response. For the theoretical study conducted by (Tsang, Ho, &
Liang, 2004) found that informativeness has positive correlation with customers
perception.
H3:

Advertisement

content

has

positive

relationship

toward

mobile

users

perception

4.5 Theoretical Framework

Independent
Variable

Irritation

Dependent
Variable

H1

H2

Credibility
H3

Mobile
Users'
Perception

Advertisem
ent Content
Figure 1: Theoretical framework for testing mobile
users perception toward SMS advertisement

14

5.0 Hypothesis and Questions

H1: Irritation factor has positive relationship toward mobile user perception
H2: Credibility has positive relationship toward mobile users perception
H3:

Advertisement

content

has

positive

relationship

toward

mobile

users

perception

Questions
Q1: How irritation factors influence mobile users perception?
Q2: How credibility factor affecting mobile users perception?
Q3: How advertisement content influence mobile users perception?

15

6.0 Design Method and Procedure

6.1 Sampling
In conducting this research, the population of the study is focus on the people in
Seri Iskandar, Perak only. The overall population of Seri Iskandar citizen estimated to
16,510 (Taburan Penduduk Mengikut Kawasan Pihak Berkuasa Tempatan 2010,
2010) people and the targeted sampling to be used are 100 people. The sampling
technique use is convenience sampling which the questionnaires distribute to the
people in the area randomly. This type of sampling is suitable because the total and
exact information about the population is limited. Non-probability sampling does not
require the list frame of the population. The problem rise when use the probability
sampling to the list of people in the population is hard to reach regarding the time
bound and transportation. In addition, the problem also occurs when the target
respondent is not present in the time of delivering the questionnaire. That why the
non-probability sampling chose to be used.

6.2 Instrumentation
A set of questionnaire prepared with the header that state the purpose of the study
and simple introduction about the research. The questionnaire has four sections of
question set which are demographic, irritation, credibility and advertisement
content. The items of the questionnaire are adopted from (Chowdhury, Parvin,
Weitenberner, & Becker, 2006) and (Tsang, Ho, & Liang, 2004). The total question
will be 25 items per questionnaire and the set of questions will be prepared in
bilingual of English and Malay to make sure the respondents will understand the
entire question respectively. The pre-test questionnaire will be conducted to 5
people before the actual questionnaire set distributed.
In the past questionnaire developed by the researchers have five points likert-type
scale and this questionnaire will be done by only four scales. The questionnaire
develops using three types of question which are closed-ended, open-ended and
likert-type scale question. For closed-ended question will be used to ask about
demographic items and several item of selection. Open-ended question will be
asked once for their opinion about the SMS advertisement. The earlier questionnaire
creates with four likert-scale questions but, the advice and observation from pilot
16

test suggest adding another likert-scale of neutral. This subset will increase the
reliability and convenience for respondents to answer. This is because the
respondents with low knowledge and information about spam, and highly mobile
usage will be not alert about the SMS almost. The likert-scale questions consist of
five point starting from 1- Strongly Agree, 2- Agree, 3- Neutral, 4- Disagree and 5Strongly Disagree. The Cronbachs Alpha will be used to measure the internal
consistency whether acceptable or not.

6.3 Data Collection

Primary data will be collected from the questionnaires data and the data will be
analyzed to get the useful summary. The data will be analyzed by using IBM SPSS
software to minimize error and get faster result. Another primary data is about the
observation that had been done to determine the problem in the problem
statement. The mobile users surrounding are complaining about the SMS
advertisement sent to them.
Secondary data collected from the internet by referring the past researcher
questionnaire and result. This review and adoption will generate a better
questionnaire items that will achieve the objectives. Then, the collection of
statistical data is collected from the government agency website that publishes
their result and census. The data help to get the overview about the population and
mobile users behavior statistic.

6.4 Data Analysis

Data analysis is the core part of the research to get the information and result from
the questionnaire. To get the result IBM SPSS (Statistical Package for the Social Science)
Version 22 was used. This software can handle a huge amount of data and summarize the data
to a simpler view. In this software, the data from the questionnaire will be analyzed to get
several information of frequency, percentage, cross tabulation and regression analysis.
6.4.1 Demographic Profile
The questionnaire distributed among 100 respondents and the return and reliable
questionnaires are 83 after being verified. From the 83 respondents, 39 (47%) respondents are
male and 44 (53%) respondents are female. The respondents are from the local people in Seri
Iskandar, Perak. Most of the respondents are 19-25 years old of 36 (43.4%) respondents and
17

the second highest are 26-30 years old which are 30 (36.1%) respondents. Another
respondents are below 18 years old about 13 (15.7%) and above 30 years old of 4 (4.8)
respondents. The average distribution of the questionnaire is about equal between male and
female and the average age of respondents are more on 25-30 years old.

18

Age

Gender

Above 30; 5% Below 18; 16%

26-30; 36%
19-25; 43%

Figure 3: Respondents gender

Female; 53%
Male; 47%

Figure 4: Respondents age

6.4.2 Reliability of data

According to (Allison, 2006), most researchers treat to get and have about than 0.7
score using Cronbachs Alpha techniques to be acceptable and suitable for further
research. The score below than 0.7 do not mean the data is not used but it may
explain the variable as low influences. Another factors may vary on the acceptable
and readiness of the respondents. The following table shows the reliability of data
for this set of questions.
Variable
Perception
Irritation
Credibility
Advertising Content

Cronbachs Alpha
No. of item
0.752
3
0.742
3
0.829
4
0.809
3
Table 2: Cronbachs Alpha Reliability Test

6.4.3 Respondents Profile

The respondents profile shows the respondents usage and the chosen MNO of their
mobile network. This profile will describe the action and the behavior of respondents
toward the SMS advertisements.
19

The most MNO that respondents use are U-mobile about 23 (27.7%) respondents
and the second highest MNO used are Maxis which are 22 (26.5%) respondents.
Next, respondents that used Celcom have 21 (25.3%) respondents and Digi of 15
(18.1%) respondents. Another MNO and MNVO used by another 2 (2.4%)
respondents are Altel and Tune Talk line. This show U-mobile, Maxis and Celcom are
the most used MNO by the respondents.

MNO
Maxis
Celcom
Digi
U-Mobile
Others

No. of Respondents

Percent (%)

22
21
15
23

26.5
25.3
18.1
27.7

2.4

Table 3: MNO used by respondents

After know about the respondents MNO used, the question and investigation about
how frequent the respondents receive the SMS advertisement in a week. Most of
respondents about 37 (44.6%) person always receive SMS advertisement in a week.
Another 36 (43.4%) sometime receive in a week. The rest of 10 (12%) of the
respondents do not receive SMS advertisement in a week. About 73 (88%)
respondents receive SMS advertisement in a week.

Next item asked about I am prefer to receive SMS advertisements for

update/promotion: From all the respondents, 44 (53%) are preferred to receive SMS
advertisement

and

another

39

(47%)

did

not

preferred

to

receive

SMS

advertisement. From this result, respondent are more preferred to receive the SMS
advertisement.

When respondents receive SMS advertisement, most of respondents of 28 (33.7%)

read the SMS advertisement occasionally. About 26 (31.3%) respondents read the
SMS

advertisement

later.

Another

20

(24.1%)

respondents

read

the

SMS

20

advertisement when it cumulates too much. Rests of 9 (10.8%) respondents ignore

the SMS advertisement. This explained by the item what do you do when you
receive the SMS advertisement

From

the

respondents

answer,

30

(36.1%)

respondents

receive

the

SMS

advertisement from totally unknown sources. Another 24 (28.9%) respondents

receive SMS advertisement from company and organization which they familiar.
About 20 (24.1%) respondents receive SMS advertisement from the company they
did not familiar and 9 (10.8%) receive spam advertisement.

The next question asked the respondents is the action when they receive the SMS
advertisement. Action in this question is more referred to their reading of the
advertisement content. Most of respondents of 35 (42.2%) person read the
advertisement only quarter and 24 (28.9%) respondents not read it at all. Another
14 (16.9%) of respondents read it whole and 10 (12%) read it half.

6.4.4 Variable analysis

Perception
N
o

Item

Overall, I like SMS

9
advertisement
10.8%
SMS advertisement
7
is an appropriate
8.4%
advertisement
I expect the
6
5
company that I give
7.2%
6.0%
my phone number
will send me SMS
advertisement
Table 4: Perception dependent

Strongl
y
Disagr
ee
3
3.6%
2
2.4%

Disagr
ee

Neutra
l

Agree

Strongl
y
Agree

Total

39
47.0%
33
39.8%

25
30.1%
36
43.4%

7
8.4%
5
6.0%

83
100%
83
100%

3.29

42
50.6%

28
33.7%

2
2.4%

83
100%

3.18

variable frequency

21

Mean

3.42

The dependent variable of perception of SMS advertisement toward mobile users,

the item of SMS advertisement is an appropriate advertisement had the highest
mean of 3.42 which can indicate by 49.4% (N=41) respondents agree and strongly
agree. The least mean explained by the item I expect the company that I give my
phone number will send me SMS advertisement has only 3.18 mean. This result
shows that mobile users had good perception and relies that SMS advertisement is
an appropriate ways of advertising. It is also supported by the respondents that like
SMS advertisement as their choice. It can be seen through their good perception
toward SMS advertisement.
Most respondents have good perception on SMS advertisement. This also briefly
explained the acceptance of mobile users toward SMS advertisement and this type
of advertisement may effective when implement.

N
o

Item

I feel that SMS

advertising is
annoying
I feel unsafe of
spamming SMS
advertisement sent
to me

SMS
advertisements
distracting my
phone memory
space
Irritation

Strongl
y
Disagr
ee
2
2.4%

Disagr
ee

Neutra
l

Agree

Strongl
y
Agree

Total

15
18.1%

35
42.2%

26
31.3%

5
6.0%

83
100%

3.20

6
7.2%

11
13.3%

41
49.4%

23
27.7%

2
2.4%

83
100%

3.05

2
2.4%

12
14.5%

36
43.4%

28
33.7%

5
6.0%

83
100%

3.27

22

Mean

Table 5: Irritation variable frequency

The independent variable of irritation factor affecting perception of mobile users
toward SMS advertisement is being explained by the item of SMS advertisements
distracting my phone memory space that has highest mean of 3.27. That item had
higher answer of neutral, agree and strongly agree which have 83.1% (N=69)
respondents. The lowest mean shows on question I feel unsafe of spamming SMS
advertisement sent to me of 3.05. The result explained that mobile users are
aware of getting the SMS advertisement and they are irritate when it come too
much of advertisements. Some of respondents also annoyed when get the SMS
advertisement.
From the result, irritation does not highly effect mobile users perception toward
SMS advertisement. It may affect mobile users irritation when the unknown source
of SMS advertisement sent to them. When the irritation level of mobile users is low
on the unknown sources, the familiar company and organization will be effective
when they send SMS advertisement.

Credibility
N
o

Item

I use SMS
advertising as a
reference for
purchasing
I can trust on SMS
advertisements
I am impressed by
the SMS

2
3

Strongl
y
Disagr
ee
5
6.0%

Disagr
ee

Neutra
l

Agree

Strongl
y
Agree

Total

15
18.1%

35
42.2%

17
20.5%

11
13.3%

83
100%

3.17

4
4.8%
10
12.0%

13
15.7%
12
14.5%

31
37.3%
33
39.8%

25
30.1%
23
27.7%

10
12.0%
5
6.0%

83
100%
83
100%

3.29

23

Mean

3.01

advertisements
I feel that receiving
5
16
23
26
SMS
6.0%
19.3%
27.7%
31.3%
advertisements is
pleasing
Table 6: Credibility variable frequency

13
15.7%

83
100%

3.31

The credibility of independent variable had been explained by the item I feel that
receiving SMS advertisement is pleasing which has the highest mean of 3.31.
Respondents had majority answer the neutral, agree and strongly agree of 74.7%
(N=62). Besides, the lowest mean of 3.01 on item I am impressed by the SMS
advertisement explained. From the result, mobile users are agreeing with the
credibility

of

SMS

advertisement.

They

are

satisfied

and

trust

with

the

advertisement as their references for purchase and others.

When the trust of mobile users build good perception toward SMS advertisement, it
will influences SMS advertisement to be effective advertisement. The results also
explain the customers trust on certain organization and the information can be
trusted for mobile users. When mobile users trust the SMS advertisement, it will
impact their action to further reply or make purchase referenced from the
advertisement.

Advertisement Content
N
o

Item

Strongl
y
Disagr

Disagr
ee

Neutra
l

Agree

Strongl
y
Agree

Total

24

Mean

ee
1

SMS advertising
3
9
helps me keep up3.6%
10.8%
to-date about
products
that I need
SMS advertising is a
7
10
good source for
8.4%
12.0%
timely information
SMS
4
12
advertisements
4.8%
14.5%
usually provide the
information I need
Table 7: Advertisement content

31
37.3%

34
41.0%

6
7.2%

83
100%

3.37

34
41.0%

28
33.7%

4
4.8%

83
100%

3.14

24
28.9%

35
42.2%

8
9.6%

83
100%

3.37

variable frequency

Advertisement content independent variable is explained by the item SMS

advertisement helps me keep up-to-date about products that I need and item SMS
advertisements usually provide the information I need that had same mean of
3.37. From these two item, 85.6% (N=71) and 80.7% (N=67) respectively agree
from that advertisement content helps them to keep up-to-date about their need
and provide information for their use. Besides, the least mean from item SMS
advertisement is a good source for timely information which had 3.14 mean.
From this result, respondent agree that advertisement content helps them to get
information as the reminder and persuade them about the company and
organizational product and purpose. The advertisement should have good content
and give enough information for consumers. This show the important of
advertisement content for their information and reminder to a certain company and
product. Advertisement content that short and precise will make the advertisement
more valuable.

25

6.4.5 Cross Tabulation

The data from MNO used by mobile users and how frequent they receive SMS
advertisement in a week show the most MNO that send or had high advertisements
sent.
MNO and How Frequent mobile users receive SMS advertisment in
week Cross tabulation

How frequent mobile users receive

SMS advertisement in week
None
MNO

Always

Sometime

Total

Maxis

10

22

Celcom

12

21

Digi

15

U-Mobile

11

10

23

Others

10

37

36

83

Total

Table 8: MNO and How Frequent mobile users receive SMS

advertisment in week Cross tabulation
From the table 8, Celcom and U-mobile MNO had sent more SMS advertisement
which 12 and 11 respondents always receive SMS advertisement in a week. Another
MNO show more on sometime SMS advertisement sent to the mobile users. This will
influences the perception of mobile users base on the MNO they used. When more
SMS advertisement sent to their phone, it may affect the irritation onto mobile
users.

Do mobile users preferred receive SMS advertisement and SMS advertisement base on
Crosstabulation

SMS advertisement base on

Preferred

Total

Company

Company Not

Familiar

Familiar

Totally unknown

Spam

Total

Yes

15

15

44

No

12

15

39

24

20

30

83

26

Table 9: Do mobile users preferred receive SMS advertisement and SMS

advertisement base on Cross tabulation
Table 9 shows the mobile users preferred to receive SMS advertisement more on the
company that they familiar and totally unknown sources which explained by 30
respondents. This indicate that when mobile users are familiar with the same
company or the company that they know and trust, they preferred to get SMS
advertisement rather than company they did not familiar. 12 respondents do not
preferred on the company they did not familiar and another 15 respondents did not
preferred to receive SMS advertisement base on totally unknown resources.
How frequent mobile users receive SMS advertisement in week * Action when receive SMS
advertisement Cross tabulation

Action when receive SMS advertisment

Not at all
Frequent in week

Read Quarter

Read half

Read Whole

Total

None

10

Always

16

37

11

17

36

24

35

10

14

83

Sometime
Total

Table 10: How frequent mobile users receive SMS advertisement in week * Action
when receive SMS advertisement Cross tabulation
From the table 10, the data shows most of the mobile users (N=16) read the SMS
advertisement quarter when they always receive the advertisement and also the
respondents who receive sometimes in a week. This data explained that the more
SMS advertisement sent, it may influence the action of mobile users to read it
quarter and less effective of the advertisement towards them. The factors also give
the sign that mobile users majority read only quarter the SMS advertisement rather
than read whole advertisement.
The actions of mobile users toward SMS advertisement were affected by how
frequent they receive the SMS advertisement. The action of mobile users will
indicate the effectiveness of the SMS advertising campaign when a company or an
organization makes the advertisement. If they send to much advertisement, it may
less effective when the mobile users do not read whole of the SMS.

27

How mobile users preferred receive SMS advertisement * SMS advertisement provide information
Cross tabulation

SMS advertisement provide information

Total

Strongly
Disagree
Preferred

Disagree

Neutral

Agree

Strongly Agree

Yes

10

18

44

No

14

17

39

12

24

35

83

Total

Table 11: How mobile users preferred receive SMS advertisement * SMS
advertisement provide information Cross tabulation
From the table 11, the data shows mobile users preferred to receive SMS
advertisement because the advertisements provide information for them. 25
(56.81%) of respondents agree and strongly agree to receive SMS advertisement to
get information they need.
Another data that can be generated is the relationship between mobile user action
and perception. These two data will show the affect when mobile user have good
perception, it will influences them to read the SMS advertisement.
Overall perception like toward SMS advertisement * Mobile users action on SMS advertisement they
receive

Overall perception like toward SMS advertisement

Strongly

Strongly

Disagree

Disagree Neutral Agree

Agree

Total

Action

Ignore

receive

Read it Occasionally

11

28

Read it Later

13

26

20

39

25

83

Read when it cumulate to

much
Total

28

Table 12: Overall perception like toward SMS advertisement * Mobile users action
on SMS advertisement they receive
From the table, respondents that agree on overall perception like toward SMS
advertisement are 11 (39.28%) person read the SMS advertisement occasionally.
Another 10 (38.46%) respondents that agree the overall perception like toward SMS
advertisement read the SMS later. This result show the action of mobile users also
affected when they like the SMS advertisement.

6.4.6 Pearsons Correlation

Pearsons correlation investigates the hypothesis whether the irritation, credibility
and advertisement content have positive relationship between mobile users
perception toward SMS advertisement.
Correlations
Perception
Perception

Irritation

.665**

.241*

.000

.000

.028

83

83

83

83

.736**

.628**

.161

.000

.145

N
Pearson Correlation

Advertisement Content

.736**

Pearson Correlation
Sig. (2-tailed)

Irritation

Credibility

Sig. (2-tailed)

.000

83

83

83

83

.665**

.628**

.127

.000

.000

83

83

83

83

Advertisemen Pearson Correlation

.241

.161

.127

t Content

.028

.145

.254

83

83

83

Credibility

Pearson Correlation
Sig. (2-tailed)
N

Sig. (2-tailed)
N

.254

83

Table 13: Correlation table of perception, irritation, credibility and advertisement

content
Based on table, there is positive correlation between all independent variables and
dependent variable. The first two variable between mobile users perception and
irritation has 0.736 (r=0.736) correlation which indicate strong positive relationship.
The hypothesis of H1 is acceptable.
29

H1: Irritation factor has positive relationship toward mobile users perception
The correlation coefficient between mobile users perception and credibility variable
show positive correlation of 0.665 (r=0.665) which indicate strong positive
relationship between these two variables. The hypothesis of H2 is acceptable.
H2: Credibility has positive relationship toward mobile users perception
The correlation coefficient between mobile users perception and advertisement
content variables show positive correlation of 0.241 (r=0.241) which indicate weak
positive relationship between both variables. The hypothesis of H3 may acceptable
but the advertising content variable do not explained the dependent variable too
much. The variable may not affect mobile users perception because most of
respondents read the SMS advertisement just about quarter.
H3:

Advertisement

content

has

positive

relationship

toward

mobile

users

perception

6.4.7 Regression Analysis

Regression analyses define the research model or framework from independent
variables that explain the dependent variable (Chowdhury, Parvin, Weitenberner, &
Becker, 2006). The explained variable will help further research to get more detail
model. The unexplained model may vary on another factor affecting mobile users
perception.

Model Summary

Model
1

R
.789a

R Square
.622

Adjusted R

Std. Error of the

Square

Estimate
.608

.44452

Table 14: Model summary of R Square

R Square stated is 0.622 or 62.20% of independent variables explained the
dependent variable. R2 of 62.20% of mobile users perception towards SMS
30

advertisement is being explained by irritation, credibility and advertisement content

variables. Another 37.80% is not explained by the model.

31

7.0 Limitation
The limitation of this research is the research is conducted in sub urban area in Seri
Iskandar, Perak which cannot represent the actual average of urban area which the
usage of phone is higher. The area of study also cannot represent about all
Malaysian perception toward SMS advertisement. Besides, the number of
respondents are also small that cannot get more possibility and deviation for good
result.
To make a good research, resource such budget is important, but this research is
limited due to the cost of research to purchase report or to travel and get more
respondents. This may affect the result and literature of another research. As
students, time constraint is also the limitation that had limited time rather than full
time researcher. Time constraint of doing and getting data will limit the quality and
research findings.
The languages used in the questionnaire are not too suitable when distributed to
the local sub urban area of respondents. Readiness of every respondent is different
and simpler questions make the questionnaire not to accurate.

32

8.0 Recommendations
The recommendation from the respondents about SMS advertisement is the
company or organization that wants to make SMS advertisement should have the
permission from mobile users to avoid spam and another unethical advertisement.
Another recommendation from respondents is the advertisement from the company
or organization should be more on product or promotion rather than sending the
SMS about contest or competition that will confuse them. They also suggest the
SMS advertisement to be more short and valuable for them to read in a short time.

The recommendation for further research is to make more sample and respondents
and choose the respondents that really want to involve in the study. Malaysia as a
multi culture country, demographic factor on race and culture should be added to
see whether it will be effect the research or not.

In addition, SMS advertisement should apply the variable of permission to know the
willingness of the sample that they subscribe or not about the SMS advertisement
as their personal use. The usage of mobile phone on individual daily basis also
should be examine to get know about how much they alert about the SMS and their
behavior toward it.

33

9.0 Summary and Conclusions

The finding of this study had resulted that all three hypothesis are accepted having
positive relationship between mobile users perception toward SMS advertisement
affected by irritation, credibility and advertisement content. From the findings,
mobile users have positive perception toward SMS advertisement and the
significant factors influences are credibility. When the mobile users trust the
company, organization or MNO, they will act positively to read and helps them to
get information.
Mobile users action is also important in SMS advertising to make sure the SMS
advertisement is effective and not useless. SMS advertisement cannot frequently
send to the mobile users as they will react negative and read it about only quarter
of it. For marketers, they may choose the suitable MNO to make the advertisement
reach faster and greater. From overall respondents, most of them are preferred to
receive the SMS advertisement which show the SMS advertisement are suitable for
advertising with low cost. As the modern personal selling techniques, this SMS
advertisement may help business to reach their customers faster and easier.
Perception of mobile users also can influence their attitude or behavior toward SMS
advertisement. When they satisfied with SMS advertisement, they will react
positively without much consideration. This attitude will turn the advertisement of a
business into purchase or engagement. It is valuable for business to taking a good
care about the target audiences need and trust.
Irritation is not the big problem when businesses want to make SMS advertisement
as mobile users are not too aware and seriously look at that factor. If marketers can
make more proper ways of SMS advertisement, it can gain mobile users trust and
create an valuable SMS for them. Most of respondents preferred to receive SMS
advertisement based on the company they familiar and their action will become
positive to read about half and whole SMS.
If marketers can make the SMS advertisement more informative, mobile used will be
more preferred to get the SMS advertisement. Advertisement content is important
when mobile users using the SMS as their reference and up-to-date about their
34

needs. This factors show the need of customers for the business activity to keep
using SMS advertisement for customers to refer what are going on with the business
such promotion and new product.
The result also shows about the SMS advertisement can be a good ways for
business to use rather than other techniques such mass media and printed media.
The ways of making advertisement using SMS will capture personal customers
attention and give them a long advertisement period storage in their mobile phone.
From all the findings and variable investigated, about more than half are explained
by the variables. Another half of the finding may vary on others variables.

35

10.0 References
Taburan Penduduk Mengikut Kawasan Pihak Berkuasa Tempatan 2010. (2010).
Retrieved February 16, 2016, from Majlis Daerah Perak Tengah:
http://www.mdpt.gov.my/taburanpenduduk;jsessionid=209BA092D4D2E89FB90954F280ED5E8F
Ahmadi, M., Masrour, G. A., & Khaksar, M. (2013). The study of peoples attitude and
response toward receiving sms advertising. JOURNAL OF CONTEMPORARY
RESEARCH IN BUSINESS, 243-246.
Allison, P. D. (2006). The Realibility of Variables Measured. Sociological Methodology,
Vol. 9, 238-253.
Almossawi, D. M. (2014). Effectiveness of SMS Advertising (A Study of Young
Customers in Bahrain). Double Blind Peer Reviewed International Research
Journal, 60-61.
Asia, D. N. (2015, November 16). Spam SMS on the rise in Malaysia, CFM steps in.
Retrieved February 15, 2016, from Digital News Asia:
https://www.digitalnewsasia.com/spam-sms-rise-malaysia-cfm-steps
Bamba, F., & Barnes, S. J. (2007). SMS advertising, permission and the consumer: a
study. Norwich Business School, University of East Anglia, Norwich, UK, 815829.
Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs other media:
consumer vs mature student attitudes. Journal of Advertising Research Vol.
41, No. 5, 23-32.
Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2006). Consumer
attitude toward mobile advertising in an emerging market: an empirical study.
International Journal of Mobile Marketing, Vol., 33-42.
Gao, T. (., Sultan, F., & Rohm, A. J. (2010). Factors influencing Chinese youth
consumers . Journal of Consumer Marketing, Vol. 27 Iss 7, 574 - 583.
Gordon, M. E., & LimaTurner, K. D. (1997). Consumer attitudes towards Internet
advertising: A social contract perspective. International Marketing Review,
Vol. 14 Iss: 5, 354-375.
Kazmi, S. Q. (2012). Consumer Perception and Buying Decisions(The Pasta Study).
International Journal of Advancements in Research & Technology, Volume 1,
Issue 6, 2-10.
36

Kugan. (2013, February 19). Celcom among 12 Companies Fined by SKMM for SMS
Spamming. Retrieved February 15, 2016, from Malaysia Wireless:
http://www.malaysianwireless.com/2013/02/celcom-among-12-companiesfined-by-skmm-for-sms-spamming/
Kumar, D. D., & Raju, K. V. (2015). A Study on Mobile SMS Advertising Effectiveness
in Vijayawada. International Journal of Research in Management, Science &
Technology, 139-140.
MacKenzie B., S., Lutz, & Richard. (1989). An empirical examination of the structural
antecedents of attitude toward the ad in an advertising pretesting context.
Journal of Marketing, Vol. 53, 48-64.
Malaysian Communications and Multimedia Commission. (n.d.). Mobile Content
Services. Retrieved February 15, 2016, from Official Portal of Malaysian
Communications and Multimedia Commission:
http://www.skmm.gov.my/Sectors/Celco/Mobile-Content-Services.aspx
Roach, G. (2009). Consumer perceptions of mobile phone marketing: a direct
marketing innovation. School of Management, University of Tasmania,
Launceston, Australia, 124-138.
Singla, P. (2015). A study of consumer perception towards mobile advertising among
smartphone users. A case study of Panjab University, 19.
Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer Attitudes Toward Mobile
Advertising: An Empirical Study. International Journal of Electronic Commerce,
66-70.

37

11.0 Appendices
Preferred
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Yes

44

53.0

53.0

53.0

No

39

47.0

47.0

100.0

Total

83

100.0

100.0

Appendices 1: Item I am preferred to receive SMS advertisements for

update/promotion:
Action receive
Cumulative
Frequency
Valid

Ignore

Percent

Valid Percent

Percent

10.8

10.8

10.8

Read it Occasionally

28

33.7

33.7

44.6

Read it Later

26

31.3

31.3

75.9

20

24.1

24.1

100.0

83

100.0

100.0

Read when it cumulate to

much
Total

Appendices 2: Item What do you do when you receive the SMS advertisement?

Base from
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Company Familiar

24

28.9

28.9

28.9

Company Not Familiar

20

24.1

24.1

53.0

Totally unknown

30

36.1

36.1

89.2

Spam

10.8

10.8

100.0

Total

83

100.0

100.0

Appendices 3: Item You had received SMS advertisement base from:

38

Action Receive
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Not at all

24

28.9

28.9

28.9

Read Quarter

35

42.2

42.2

71.1

Read half

10

12.0

12.0

83.1

Read Whole

14

16.9

16.9

100.0

Total

83

100.0

100.0

Appendices 4: Item How much do you read the SMS advertising messages you
receive?

39