Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer
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 me...
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Tehran University of Medical Sciences
2012-09-01
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doaj-76db748425354393a77a606b682e0b1d2021-04-04T07:08:13ZengTehran University of Medical SciencesBasic & Clinical Cancer Research2228-65272228-54662012-09-0133&4Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancerSomayeh Hajizadeh0Mirza Hassan Hosseini1Bahram Hassanpour2Rahim Akrami3Kazem Zendehdel4Cancer Research Center, Cancer Institute of Iran, Tehran University of Medical Sciences, Tehran, IranUniversity of Payam-e Noor, Tehran, IranCancer Research Center, Cancer Institute of Iran, Tehran University of Medical Sciences, Tehran, IranCancer Research Center, Cancer Institute of Iran, Tehran University of Medical Sciences, Tehran, IranCancer Research Center, Cancer Institute of Iran, Tehran University of Medical Sciences, Tehran, IranBackground: 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.https://bccr.tums.ac.ir/index.php/bccrj/article/view/33SMS advertisingPublic DonationsCancerIran |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Somayeh Hajizadeh Mirza Hassan Hosseini Bahram Hassanpour Rahim Akrami Kazem Zendehdel |
spellingShingle |
Somayeh Hajizadeh Mirza Hassan Hosseini Bahram Hassanpour Rahim Akrami Kazem Zendehdel Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer Basic & Clinical Cancer Research SMS advertising Public Donations Cancer Iran |
author_facet |
Somayeh Hajizadeh Mirza Hassan Hosseini Bahram Hassanpour Rahim Akrami Kazem Zendehdel |
author_sort |
Somayeh Hajizadeh |
title |
Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer |
title_short |
Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer |
title_full |
Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer |
title_fullStr |
Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer |
title_full_unstemmed |
Factors affecting success of mobile advertisements through short message services (SMS) for public donation for cancer |
title_sort |
factors affecting success of mobile advertisements through short message services (sms) for public donation for cancer |
publisher |
Tehran University of Medical Sciences |
series |
Basic & Clinical Cancer Research |
issn |
2228-6527 2228-5466 |
publishDate |
2012-09-01 |
description |
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. |
topic |
SMS advertising Public Donations Cancer Iran |
url |
https://bccr.tums.ac.ir/index.php/bccrj/article/view/33 |
work_keys_str_mv |
AT somayehhajizadeh factorsaffectingsuccessofmobileadvertisementsthroughshortmessageservicessmsforpublicdonationforcancer AT mirzahassanhosseini factorsaffectingsuccessofmobileadvertisementsthroughshortmessageservicessmsforpublicdonationforcancer AT bahramhassanpour factorsaffectingsuccessofmobileadvertisementsthroughshortmessageservicessmsforpublicdonationforcancer AT rahimakrami factorsaffectingsuccessofmobileadvertisementsthroughshortmessageservicessmsforpublicdonationforcancer AT kazemzendehdel factorsaffectingsuccessofmobileadvertisementsthroughshortmessageservicessmsforpublicdonationforcancer |
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