Acceptance of SMS Advertising

As consumers adopt new communication technologies, §advertisers rely less on using traditional media as §advertising channels. In recent years, the fast §adoption of Short Message Service (SMS) by mobile §phone users presents a new interactive medium for §advertising. SMS allows advertisers to send text ads §directly to consumers via their mobile phones. The §ubiquity of the mobile phone extends the traditional §media model of time-space. However, little §advertising research has been conducted to examine §consumers' attitudes toward SMS advertising. This §book provides insights into factors thay may §influence consumers' acceptance of SMS advertising §in different cultures. The theoretical model, §formulated based on a combination of aspects of §Ajzen and Fishbein's theory of reasoned action with §Rogers' diffusion theory, provides a useful basis §for explaining consumer innovation decisions on §accepting SMS ads. The analysis helps advertisers §understand the usefulness and viability of SMS as an §advertising vehicle and how SMS can be included in §the promotional mix to achieve more optimal results. As consumers adopt new communication technologies, §advertisers rely less on using traditional media as §advertising channels. In recent years, the fast §adoption of Short Message Service (SMS) by mobile §phone users presents a new interactive medium for §advertising. SMS allows advertisers to send text ads §directly to consumers via their mobile phones. The §ubiquity of the mobile phone extends the traditional §media model of time-space. However, little §advertising research has been conducted to examine §consumers'' attitudes toward SMS advertising. This §book provides insights into factors thay may §influence consumers'' acceptance of SMS advertising §in different cultures. The theoretical model, §formulated based on a combination of aspects of §Ajzen and Fishbein''s theory of reasoned action with §Rogers'' diffusion theory, provides a useful basis §for explaining consumer innovation decisions on §accepting SMS ads. The analysis helps advertisers §understand the usefulness and viability of SMS as an §advertising vehicle and how SMS can be included in §the promotional mix to achieve more optimal results.