Examining user behavioral response to SMS ads: Implications for the evolution of the mobile phone as a bona-fide medium

Authors:
Ran Wei;Hao Xiaoming;Ji Pan
Affiliations:
School of Journalism and Mass Communications, University of South Carolina, Columbia, SC 29208, USA;Wee Kim Wee School of Communication, Nanyang Technological University, Singapore;School of Journalism and Mass Communications, University of South Carolina, Columbia, SC 29208, USA
Venue:
Telematics and Informatics
Year:
2010

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Abstract

The mobile phone has emerged as the newest medium of interactive marketing and advertising. Undoubtedly, users of a personal medium like the mobile phone play a decisive role in commercializing the mobile phone. By examining the major influences on mobile phone users' behavioral responses to SMS (Short Message Service) ads, this study seeks to shed light on the evolution of the mobile telephony as a bona-fide medium. Results of a survey of 407 mobile phone users in Singapore show that receiving SMS ads has become widespread, although the number of SMS ads received remains small. Furthermore, the instrumental and diversion motivations, prior consent, and privacy concerns directly affect the likelihood for users to pass the ads to others. Finally, when the users respond positively to SMS ads, the ads can be highly effective in triggering a purchase. Theoretical and practical implications of these findings are discussed.