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

SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is dearth of comprehensive studies, suggesting precursors and the process by which it influences intention. This study concentrates on answering this particular question developing research model empirically validating it, based stimulus–organism–response (SOR) framework. To evaluate validate results, adopted two-stage, hybrid using partial least square-structural equation modeling neural network modeling. The findings suggest effect intention, mediated value attitude toward advertisement. main contribution introduction new higher-order construct, perception, for first time in literature, validation transmittal between provides empirical evidence support SOR framework helps expand scope its Additionally, benefits marketers fostering better decision-making devise effective campaigns mobile-based service commercials.