Consumer acceptance of SMS advertising: a study of American and Turkish consumers

  • Authors:

  • Brynn Moynihan;Sertan Kabadayi;Mark Kaiser

  • Affiliations:

  • Ruder Finn, 301 East 57th street, New York, NY 10011, USA.;Fordham University, 113 West 60th street, New York, NY 10023, USA.;IT Systems and Development, PURE Risk Management, 1 North Lexington Avenue, White Plains, NY 10601, USA

  • Venue:
  • International Journal of Mobile Communications
  • Year:
  • 2010

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Abstract

The authors suggest that consumer attitude toward SMS advertising is the main determinant of their intention to accept SMS advertising and individuals' behavioural and control beliefs determine their attitudes. The authors offer five factors that influence consumer beliefs and thus form their attitudes toward SMS advertising: attitude toward e-mail marketing and SMS messaging, their perceived utility of SMS advertising, perceived knowledge and self-efficacy about SMS advertising. Additionally, the authors suggest that the attitude-intention relationship is moderated by their trust in the brand names and Wireless Service Provider (WSP). They test their hypotheses using data from both the USA and Turkey.