Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer

• Main Authors: Somayeh Hajizadeh, Mirza Hassan Hosseini, Bahram Hassanpour, Rahim Akrami, Kazem Zendehdel
• Format: Article
• Language: English
• Published: Tehran University of Medical Sciences 2012-09-01
• Series: Basic & Clinical Cancer Research
• Subjects: SMS advertising; Public Donations; Cancer; Iran
• Online Access: https://bccr.tums.ac.ir/index.php/bccrj/article/view/33

Background: Increasing cost of cancer in the world and particularly in developing countries, postulates need for public participation in cancer control activities, including prevention, treatment and supportive care. We studied role of different factors on the success of advertising through short message services (SMS) for public donations for cancer control activities. Materials and Methods: Based on a conceptual model, we studied association of participants’ interest for public donation with demographic factors and factors related to the message success including media success, and perceived social success. We collected data from health professionals and general public who used mobile phones and SMS by questionnaire. Results: Overall, 560 subjects completed the questionnaire. From the factors related to the message, we found content of message had the greatest effect on the public motivation to donate. In addition, among factors related to the media, transmission process, and among the perceived aspects of the message, “social norms” and “reliability and credibility“ had significant effect on the success of the SMS message to increase peoples’ willingness to donate for cancer patients. Female were more keen on the donation than the men and there was inverse association between education level and the willingness to pay. Conclusion: Advertisement through SMS seems to be effective methods to motivate the public donations for cancer. Different factors, particularly perceptive aspects, are associated with promotion of the people and their motivation for the donation.