Consumer perceptions and attitudes towards SMS advertising: Recent evidence from New Zealand

Amy Carroll, Stuart J. Barnes, Eusebio Scornavacca, Keith Fletcher

Research output: Contribution to journalArticlepeer-review

108 Scopus citations

Abstract

Mobile advertising is an area of mobile (m-) commerce expected to experience tremendous growth in the next five years. This paper explores consumers' perceptions and attitudes towards mobile advertising via SMS through a sequential, mixed-methods investigation. Four factors were identified and demonstrated a significant impact on mobile advertising acceptance: permission, content, wireless service provider (WSP) control, and delivery of the message. This guided the development of a revised and empirically tested model of m-advertising consumer acceptance, using a scenario approach. The findings also suggest that marketers should be optimistic about choosing to deploy mobile advertising, but to exercise caution around the factors that will determine consumer acceptance. The paper concludes by presenting the revised model, and with further discussion and directions for future research.

Original languageEnglish (US)
Pages (from-to)79-98
Number of pages20
JournalInternational Journal of Advertising
Volume26
Issue number1
DOIs
StatePublished - 2007
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Marketing

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