pjmc@bzu.edu.pk
Advertising through Short Messaging Service (SMS) is one of the latest advertising trends in the current digital age. The purpose of the present study is to investigate the effect of SMS advertising on female consumer’s buying behavior. The objective of the study was to examine the response of women in terms of purchase towards SMS advertising in the current digital scenario. The study carried out in two steps by means of both the quantitative and the qualitative methods of research. The first step comprised of qualitative data collection through interviews conducted from the customer care heads of five renowned clothing brands (Khaadi, Nishat, Al Karam, Ideas and Sapphire). While the second step employed the quantitative method in which 200 female respondents were selected according to their income level. The data was analyzed with statistical tools. The findings of the study reflect that women from higher economic strata, working class and lower age group tend to be more responsive towards renowned brands in comparison with the rest of the socio economic groups. The study also reveals the ways in which consumers are considered to be an essential part of advertising placing customers’ demands in the center of their advertising campaigns.
Keywords: Advertising, SMS advertising, Marketing, Buying Behavior, Clothing brands