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

Authors: Brynn Moynihan, Sertan Kabadayi, Mark Kaiser

Addresses: 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

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.

Keywords: mobile communications; SMS advertising; intention to accept; consumer attitudes; WSP trust; brand trust; USA; United States; Turkey; e-mail marketing; SMS messaging; wireless service providers; short message service; text messaging; cell phones; mobile phones.

DOI: 10.1504/IJMC.2010.033833

International Journal of Mobile Communications, 2010 Vol.8 No.4, pp.392 - 410

Published online: 02 Jul 2010 *

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