Title: Developing and validating a comprehensive model of factors influencing consumer acceptance of SMS advertising: empirical evidence using SEM-PLS

Authors: Mohammad Hamdi Al Khasawneh; Ahmed Shuhaiber

Addresses: Department of E-Marketing and Social Media, Princess Sumaya University for Technology (PSUT), Khalil Al Saket St 112, 11941, Amman, Jordan ' Management Information Systems Department, College of Business Administration, Al Ain University of Science and Technology, P.O. Box 112612, Abu Dhabi, UAE

Abstract: This study examined consumers' acceptance of SMS advertising, as one of the mobile marketing instruments that is increasingly popular in accessing consumers through their mobile devices, by empirically investigating the factors that influence consumers' attitudes towards and acceptance of SMS advertising. A comprehensive model was developed and tested with a sample size of 321 Jordanian mobile phone users, and analysed quantitatively using structural equation modelling-partial least squares (SEM-PLS) method. The findings indicated that SMS advertising values (entertainment and credibility) and SMS content (clarity and relevancy) as well as subjective norm and consumer control have a positive significant influence on consumer attitude and acceptance of SMS advertising. The results represent novel findings that hold important implications and recommendations for future marketing research and practice.

Keywords: consumer acceptance; mobile marketing; SMS advertising; SMS messages.

DOI: 10.1504/IJBIS.2018.089859

International Journal of Business Information Systems, 2018 Vol.27 No.3, pp.298 - 330

Received: 22 Mar 2016
Accepted: 09 Aug 2016

Published online: 23 Jan 2018 *

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