https://www.tandfonline.com/doi/full/10.1080/13527266.2012.699457?scroll=top&needAccess=true

University of Michigan - Ann Arbor

Researchers studied the concepts of message relevance and perceived intrusiveness as they relate to SMS marketing.

SMS advertising: How message relevance is linked to the attitude toward the brand?

"SMS advertising: How message relevance is linked to the attitude toward the brand?" Article

SMS has become a main avenue of mobile marketing. Message relevance is thought to be a primary factor related to the effectiveness of SMS marketing.
A user’s mobile device is considered to be a personal and intimate object, meaning that SMS marketing may be seen as intrusive. In advertisement contexts, intrusiveness is defined as “the degree to which advertisements in a media vehicle interrupt the flow of an editorial unit”. 


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