Purpose – A recent marketing trend is sending short message service (SMS) apparel advertisements to capture young adult consumers’ attention. These targeted consumers are reluctant to view SMS advertisements due to perceived irrelevant advertising content. The purpose of this paper is to investigate the relationship between consumer vanity trait and perceived SMS apparel advertising values for 291 college-aged Generation Y consumers (aged between 18 and 24) from the USA. Design/methodology/approach – The study opted for a quantitative, correlational design to investigate the relationships among vanity traits and perceived SMS apparel advertising values. An internet-based survey collected vanity trait attributes, perceived SMS apparel advertising values, and demographics from the participant. Correlation and multiple regression analyses tested the degree of association and measured the strength of predictive relationships among the said variables. Findings – Empirical findings of this study reveal a positi...

中文翻译：

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虚荣心对消费者服装广告认知的贡献

目的 – 最近的营销趋势是发送短信服务 (SMS) 服装广告以吸引年轻成年消费者的注意力。由于感知到不相关的广告内容，这些目标消费者不愿查看短信广告。本文的目的是调查来自美国的 291 名大学年龄 Y 一代消费者（年龄在 18 至 24 岁之间）的消费者虚荣特征与感知 SMS 服装广告价值之间的关系。设计/方法/方法——该研究选择了一种定量的相关设计来​​调查虚荣特征与感知 SMS 服装广告价值之间的关系。一项基于互联网的调查收集了参与者的虚荣特征属性、感知的 SMS 服装广告价值和人口统计数据。相关性和多元回归分析测试关联程度并测量所述变量之间预测关系的强度。结果——这项研究的实证结果揭示了一个积极的……