Acceptance of SMS Advertising

As consumers adopt new communication technologies,
advertisers rely less on using traditional media as
advertising channels. In recent years, the fast
adoption of Short Message Service (SMS) by mobile
phone users presents a new interactive medium for
advertising. SMS allows advertisers to send text ads
directly to consumers via their mobile phones. The
ubiquity of the mobile phone extends the traditional
media model of time-space. However, little
advertising research has been conducted to examine
consumers'' attitudes toward SMS advertising. This
book provides insights into factors thay may
influence consumers'' acceptance of SMS advertising
in different cultures. The theoretical model,
formulated based on a combination of aspects of
Ajzen and Fishbein''s theory of reasoned action with
Rogers'' diffusion theory, provides a useful basis
for explaining consumer innovation decisions on
accepting SMS ads. The analysis helps advertisers
understand the usefulness and viability of SMS as an
advertising vehicle and how SMS can be included in
the promotional mix to achieve more optimal results.

Autorentext
Alexander Muk is an Assistant Professor of Advertising at Texas- State University-San Marcos. He has a PHD in Mass Communication from the University of Southern Mississippi. Previously, he worked as a creative for international ad agencies in Hong Kong. At Texas-State he teaches and carries out research in advertising.

Klappentext
As consumers adopt new communication technologies, advertisers rely less on using traditional media as advertising channels. In recent years, the fast adoption of Short Message Service (SMS) by mobile phone users presents a new interactive medium for advertising. SMS allows advertisers to send text ads directly to consumers via their mobile phones. The ubiquity of the mobile phone extends the traditional media model of time-space. However, little advertising research has been conducted to examine consumers' attitudes toward SMS advertising. This book provides insights into factors thay may influence consumers' acceptance of SMS advertising in different cultures. The theoretical model, formulated based on a combination of aspects of Ajzen and Fishbein's theory of reasoned action with Rogers' diffusion theory, provides a useful basis for explaining consumer innovation decisions on accepting SMS ads. The analysis helps advertisers understand the usefulness and viability of SMS as an advertising vehicle and how SMS can be included in the promotional mix to achieve more optimal results.