The positive relationship between advertising and trust has been previously studied by scholars such as Azize et al. (2012), Chinomona (2016), Gavilan et al. (2014), Nguyen & Nguyen (2011), Sheinin et al. (2011), Li & Miniard (2006), Romani (2006) and Alonso Garcia (2013). While some studies presumed a direct relationship (Chinomona, 2016; Morgan & Hunt, 1994), others showed a mediated interaction by other variables i.e. mental image (Gavilan et al., 2014), thinking favourableness (Li & Miniard, 2006), Awareness (Xingyuan et al., 2010), Product/Brand knowledge (Xingyuan et al., 2010) and attitude toward the advertisements (Sheinin et al., 2011; Nguyen & Nguyen, 2011). To understand the relationship between advertising and brand trust, a brief review of the underlying theories is presented and justification for the proposed relationship between attitude toward using SMS advertising and brand trust in the context of this research are outlined.
Reviewing literature demonstrates that brand communications influence consumers trust (Ball et al., 2004; Chinomona, 2016; Morgan & Hunt, 1994). In this context, brand communication is defined as “written communications such as personalized letters, direct mail, website interactions, other machine-mediated interactions, and e-mail, as well as in-person communication with service personnel before, during, and after service transactions” (Ball et al., 2004, p.1277). It should be noted that while one of the purposes of marketing
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communications is to expose the consumers to the brand (Su and Rao, 2010), such exposures together with good communications could impact other aspects of the relationship (mostly trust, satisfaction and loyalty) between brands and their audiences (Ball et al., 2004). Accordingly, some authors have hypothesised and tested the relationship between communication and brand trust.
From the proposed definition of communication, it is possible to presume that advertising is a form of one-way communication between brand and its consumers (Ball et al., 2004; Azize et al., 2012). de Chernatony (2010) further delineates that advertising is a powerful form of communication to convey brands’ functional and emotional values to consumers. Therefore, as communication is suggested to have an influence on brand trust, similarly, it is possible to deduce that a relationship between advertising and trust. However, some studies have shown that the relationship between advertising and brand trust is mediated via the favourableness and attitude toward advertising. Sheinin et al. (2011) for example, pointed out that while perceived usefulness and creativity in advertising can create beliefs about brands in consumers’ mind, such beliefs are only conveyed to brands if recipients show a positive attitude toward the advertisements. Therefore, after empirically examining the relationship between advertisement usefulness and brand trust, they concluded that the effect of advertising on brand trust is mediated via consumers’ attitude toward advertising.
Other studies have shown that attitude toward a specific context of advertising can also affect the consumers’ beliefs about the brand. Bruner and Kumar (2000) for example, looked at a website as a communication tool and explained that consumers’ attitude toward the context (website) has a direct impact on their attitude toward the advertisements, the brand itself, and purchase intentions. Similarly, Demangeot and Broderick (2010) investigated the effect of web-based marketing communications on consumers’ attitude toward brands. Investigating the effect of using pop-up advertisements on the brand’s attitude and drawing on prior studies by
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MacKenzie & Lutz (1989) they contended that the intrusive nature of this advertising format could lead consumers’ to form negative attitudes toward such advertisements, which subsequently, affects brand perceptions adversely. Therefore, it is theoretically possible to assume that a brand’s communications content and medium (media) both affect the consumers’ perceptions about the brand (i.e. advertisements sent through SMS messages affect the consumers’ perception and brand associations). This is in line with the initial proposition of this study linking the content and medium of text message advertising to the consumers’ attitude toward using SMS advertising messages. For example, when consumers receive text messages from a brand, two factors affect their acceptance of the advertisement which subsequently affect brand perception, first, their evaluations of SMS advertising (vehicle) as a communication tool and secondly, their perceptions about the content of SMS advertisements (Mackenzie & Lutz 1989, Buil et al. 2013a). Hence, when consumers find the vehicle and the advertisements acceptable they show more positive attitude toward using the channel, which subsequently improves brand perceptions and associations (based on logics from Buil et al., 2013a). However, if they have a negative view on either vehicle or the advertisements, they are more likely to show negative attitude toward using the SMS advertising, which hinders brands from forming a bond and communication channel with their audience. By identifying the factors that determine the acceptance of using SMS advertising campaigns, brands can improve the chances of connecting with their customers and improve brand perceptions.
When consumers experience SMS advertisements from a brand or from information obtained from other media, they form attitude toward using such services based on their cognitive beliefs (Asiegbu et al., 2012). For example, from exposures to SMS advertisements, consumers’ may conclude that they have control over the amount of messages they receive, the advertisements are irritating, or that the incentives included in the messages are valuable. Such perceptions are then linked to the consumers’ attitude toward using the brand’s SMS advertising (based on the
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expectancy-value theory (Fishbein & Ajzen (1975)). Subsequently, using the logics from MacKenzie & Lutz (1989) and Demangeot and Broderick (2010) with which they proved that attitude toward the advertisement content and media affect brand perceptions, it is hypothesised that there is a relationship between attitude toward using SMS advertising campaigns and brand beliefs (i.e. trust). Positive attitude toward using SMS advertising could demonstrate the assessment of perceived rational benefits gained from opting in such services (based on Petty & Cacioppo (1986)). Previous studies have shown that rational benefits can enhance brand beliefs (Aaker, 1991; Sheinin et al., 2011). For instance, rational benefits are suggested to have an effect on brand trust and brand preferences (Gupta et al., 2016; Lindgreen & Wynsta, 2005). Therefore, it is logical to presume that there is a relationship between consumers’ attitude toward using SMS advertising and their beliefs about the brands. Accordingly, a positive relationship between attitude toward using SMS advertising and brand trust could be proposed. Attitude toward using SMS advertising works as a gateway for consumers to become exposed to online brands and use the benefits included in SMS advertisements and offering. For example, consumers are more likely to: come across brands and their offering, process the advertisement information, find out about sponsors, check the links in the text messages, familiarise themselves with the products and the institution and form perceptions about the brand. Therefore, positive attitudes toward SMS advertising allows favourable, unique and positive brand associations to be formed in consumers’ mind, and these associations have a positive relationship with brand judgments and brand associations such as trust. In other words, if consumers show positive attitude toward using SMS advertisements from a brand, then it is logical to assume that they are more likely to be more aware of the brand and to have more positive perceptions (i.e. trust) about the brand (i.e. as a result of previous experiences, advertisements’ content or perceived benefits of using the service. Thus, it is hypothesised that:
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H12) There is a positive relationship between attitude toward using SMS advertising and brand trust.