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.

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

In the below figure, a solid line represents a significant effect while a dotted line represents an insignificant effect.

University of Michigan - Ann Arbor

University students were asked to read the scenario below. They were then asked to complete a survey that contained Likert scale questions relating to perceived intrusiveness, attitude toward the message, and attitude toward the brand.

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

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

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