Examining the relationship between the usefulness of multimedia messaging services and brand equity: A conceptual framework

The following study examined the perceived usefulness of Multimedia Messaging Services (MMS) for advertising purposes and its relationship to brand equity. The sample population for this study included participants in the United States between 18 and 39 years of age who were familiar using smartphones for data and voice communication. Data for this study were gathered through the use of a survey. The survey used for this study contained 32 items, of which 23 items were devised to test the relationship between MMS advertising and brand equity. Survey responses were measured with a 7-point Likert scale. Overall n=1,144 respondents participated and completed the survey. Statistical analysis for this study was conducted with MANOVA and univariate ANOVOA tests. The results of the study concluded that the perceived usefulness of MMS advertisements has a positive relationship to brand equity. The implications of results of the study suggest that MMS advertisements can be seen as an effective channel of communication to influence consumer behavior and brand equity.