Message relevance has a significant effect on perceived intrusiveness and attitude toward the brand. However, there does not appear to be a direct relationship between message relevance and attitude toward the message. Instead, message relevance affects attitude toward the message through perceived intrusiveness as a mediating factor. When message content is highly relevant to a user’s needs, they are more likely to perceive the message as less intrusive. When a message is perceived as less intrusive, more positive attitudes are expected to develop toward the message content. Thus, it is through this channel that message relevance improves attitudes toward a message.