The current study is an initial investigation of two reading behaviours related to Short Message Service (SMS) advertising (i.e., when an advertisement is read and how much of an advertisement is read) across different age groups. The results showed that for most age groups, expectation is the most influential predictor of when a message is read, whereas perceived relevance is the most influential predictor of how much of a message is read. Different age groups display similar reading behaviours, but the mechanisms underlying the reading behaviours differ across age groups. These findings suggest that customised marketing strategies for different age segments are necessary for successful SMS advertising campaigns.
International Journal of Mobile Communications, 11(2), 159-175