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The purpose of this paper is to examine the factors affecting consumer attitudes towards SMS advertising in the Palestinian banking sector: The moderating role of national culture) from a consumers’ point of view. An empirical study was conducted using a survey questionnaire to collect primary data in order to test the hypotheses. A structural equation model (SEM) technique is employed to analyze the data collected from 424 banks’ clients. The findings show that national culture acts as a moderating variable in managing the relationship between (i.e., relevancy, entertainment, informativeness, irritation, and creditability), and consumer’s attitudes towards SMS advertising indicating its importance for marketers when they communicate via SMS with their clients for advertising purposes. While this paper builds on previous work, it also offers results that can help researchers and practitioners in their hunt for SMS advertising success.
Salem et al. (2022) studied this question.