Investigating the effect of mobile SMS advertising on customers' purchase intention: Case study of Customers of clothing products in the west of Mazandaran province

This study aimed to investigate the effect of mobile SMS advertising on customers' purchase intention: Case study of Customers of clothing products in the west of Mazandaran province. In this descriptive study, the statistical population included clothing products shopping in the west of Mazandaran province. About 430 questionnaires were distributed, of them 399 questionnaires were filled by the samples. The questionnaire was developed based on Kim et al (2014) study. The reliability and validity of the questionnaire were confirmed. Data analysis was performed using Lisrel software version 8.8 through Structural Modeling. Personalization, informing, credibility, entertainment, and perceived motivation have a positive and significant relationship with perceived value and focus on advertising and subsequently buy, and perceived resentment of unwanted advertising has a negative effect on the acceptance of advertising text messages. In addition, according to the results of path analysis, personalization through informing of the perceived value of advertising has the greatest impact on the intention to buy. Therefore, personalization through perceived motivation has a great impact on the intention to buy products advertised through mobile.