Does SMS advertising still have relevance to increase consumer purchase intention? A hybrid PLS-SEM-neural network modelling approach

作者：

Highlights：

• Proposed and validated ‘SMS advertising perception’ as a high-order construct.

• Tested parallel and serial mediation effect of advertising attitude and advertising value.

• The moderating effect of brand familiarity was investigated.

• Utilized two-staged methodology using PLS-SEM and artificial neural network (ANN).

摘要

•Proposed and validated ‘SMS advertising perception’ as a high-order construct.•Tested parallel and serial mediation effect of advertising attitude and advertising value.•The moderating effect of brand familiarity was investigated.•Utilized two-staged methodology using PLS-SEM and artificial neural network (ANN).

论文关键词：Advertising value,Artificial neural network,Attitude toward SMS advertising,Brand familiarity,SMS advertising perception,PLS-SEM,Purchase intention

论文评审过程：Received 12 January 2021, Revised 4 May 2021, Accepted 10 June 2021, Available online 14 June 2021, Version of Record 22 June 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.106919