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Asian Journal of Marketing
  Year: 2010 | Volume: 4 | Issue: 3 | Page No.: 131-143
DOI: 10.3923/ajm.2010.131.143
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SMS Advertisement: Competitve to Gulf Market?

Vanaja Menon

SMS advertisement has become one of the popular digital promotional applications in the contemporary markets. While, the opportunities afforded by this method of advertisement seem readily apparent, little is explored regarding the competitive advantage this media could offer to enterprisers and, relatively this aspect has not been investigated substantially in the gulf market. The research was carried at different levels to test the five hypotheses derived from the review of past research. Surveys, interviews and focus group were the major tools used to collect primary data. Parting into two stages the first stage of survey focused on 276 mobile subscribers purposively selected from the directory of Etisalat and Al Tayer Group. The second stage of survey covered 100 respondents, conveniently selected from the first sample; but, at the same time included in the list of regular recipients of Al Tayer Group's SMS messages. A close-ended questionnaire grouped under two sections was used to collect the data. Each respondent registered his/her level of agreement on a balanced rating scale ranging from (1) high (2), medium (3) and low. The questionnaire was administered in two major gulf hubs, namely Abu Dhabi and Dubai. Suitable statistical tools such as Likert scale and Chi-Square test were used to draw meaningful conclusions. The competitive strength model demonstrated in this study highlights the potential of SMS advertisement in gulf markets. The findings tend to support business enterprises in their promotional strategy to tow in SMS advertisements into the UAE market, acknowledging the e-services offered by Etisalat.
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How to cite this article:

Vanaja Menon , 2010. SMS Advertisement: Competitve to Gulf Market?. Asian Journal of Marketing, 4: 131-143.

DOI: 10.3923/ajm.2010.131.143






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