Title: Antecedents to SMS advertising acceptance: a grounded theory approach

Authors: Yousra Bakr; Ahmed Tolba

Addresses: School of Business, The American University in Cairo, AUC Avenue, P.O. Box 74, New Cairo 11835, Egypt ' School of Business, The American University in Cairo, AUC Avenue, P.O. Box 74, New Cairo 11835, Egypt

Abstract: This study explores SMS advertising acceptance in Egypt and identifies its antecedents following a Grounded Theory Approach. Data was collected through 15 sequential in-depth interviews selected using theoretical sampling, and each interview was recorded, transcribed, and analysed following constant comparison analysis on the Nvivo software. 'Message Acceptance' was selected as the core category and an integrative model to analyse its antecedents was developed and could be further empirically tested in future studies. The theory also revealed significant strategies, relevant to the Egyptian population, to elevate success of SMS advertising campaigns.

Keywords: SMS advertising; short message service; mobile advertising; m-advertising; text-based advertising; computer-mediated communication; consumer acceptance; advertising acceptance; grounded theory; qualitative research; Nvivo; Egypt.

DOI: 10.1504/IJIMA.2016.076979

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.1/2, pp.28 - 53

Received: 29 Sep 2015
Accepted: 13 Jan 2016
Published online: 16 Jun 2016 *

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