The Impact of Permission-based Mobile Advertising on Consumer Brand Knowledge

Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang


The mobile phone has recently emerged as a popular channel for brand communications. However, there are some concerns about its limitations when compared to other media, such as privacy concerns and rich media paucity. These restrictions are thought to have a negative impact on consumer attitudes toward the brand, thereby reducing the effectiveness of the channel. This study therefore aims to examine the actual effectiveness of mobile advertising in branding through an experimental study. The study used real permission-based SMS ads from an existing brand to stimulate consumer brand knowledge, measured by brand awareness and brand image. Three types of SMS ads were included in the test: personalized, interactive, and general. Findings show that all types of SMS ads have a significant positive impact on brand awareness, but not on brand image. Among the three types, personalized messages had the strongest effect. The relationship between brand awareness and brand image has also been confirmed.