International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Impact of Mobile SMS Advertisement Messages on Customer Buying Decisions toward Jordanian Commercial Banks Financial Services: Empirical Study
Prof. Younes A. A. Megdadi, Dr. Mohamed A. J. Hammouri

This research aims to investigate the impact of mobile SMS advertisements messages on customer buying decisions toward Jordanian commercial banks services. 1000 customers were selected randomly from different commercial banks located in Amman capital of Jordan. Self-administered questionnaires were designed on the bases of study variables. Likert Scale was used. The most findings of the study It was shows that customers buying decisions were influenced positively by the following variables were as: entertainment, in formativeness and credibility of mobile SMS advertisement. Also a negative impact on purchasing decisions due to the irritation of SMS advertisements messages.

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