1 Does SMS advertising still have relevance to increase consumer purchase intention? A Hybrid PLS-SEM-Neural Network Modelling Approach Anshuman Sharma Assistant Professor, Department of Marketing College of Business Administration, Ajman University, Ajman, UAE Email: profasharma@gmail.com Yogesh K. Dwivedi Professor of Digital Marketing and Innovation Director of Emerging Markets Research Centre (EMaRC) Co-Director of Research School of Management, Room #323 Swansea University, Bay Campus Fabian Bay, Swansea, SA1 8EN, Wales, UK. TEL (Office): +44 (0) 1792 602340 Email: Y.k.dwivedi@swansea.ac.uk ; Ykdwivedi@gmail.com Vikas Arya Assistant Professor, Department of Marketing Rajalakshmi School of Business, Chennai, India Email: Vikas.aryaa@yahoo.in ; Vikas.arya@rsb.edu.in Muhammad Qutubuddin Siddiqui Lecture, Department of Marketing College of Business Administration, Ajman University, Ajman, UAE Email: m.siddiqui@ajman.ac.ae Abstract SMS advertising perception has been found to have a significant influence over consumer purchase intention either directly or indirectly. However, there is a dearth of comprehensive studies, suggesting precursors of SMS advertising perception and the process by which it influences the purchase intention. This study concentrates on answering this particular question by developing a research model and empirically validating it, based on the stimulus–organism– response (SOR) framework. To evaluate and validate the results, the study adopted a two-stage, hybrid model using partial least square-structural equation modeling and neural network modeling. The findings suggest SMS advertising perception has a significant effect on purchase intention, mediated by advertising value and attitude toward SMS advertisement. The main contribution of this study is the introduction of a new higher-order construct, SMS advertising perception, for the first time in SMS advertising literature, and the validation of the transmittal effect of advertising value and attitude toward SMS advertising between SMS advertising perception and purchase intention. The study provides empirical evidence to support the SOR framework and helps to expand the scope of SMS advertising perception research and its effect