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    Investigating the drivers of consumer acceptance and response of SMS advertising

    Access Status
    Fulltext not available
    Authors
    Dix, Steve
    Phau, Ian
    Jamieson, Kyle
    Shimul, Anwar Sadat
    Date
    2015
    Type
    Journal Article
    
    Metadata
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    Citation
    Dix, S. and Phau, I. and Jamieson, K. and Shimul, A. and Phau, I. 2015. Investigating the drivers of consumer acceptance and response of SMS advertising. Journal of Promotion Management. 23 (1): pp. 62-79 .
    Source Title
    Journal of Promotion Management
    DOI
    10.1080/10496491.2016.1251526
    ISSN
    1540-7594
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/21340
    Collection
    • Curtin Research Publications
    Abstract

    This study tests five potential drivers underlying the acceptance of SMS advertising. After developing a scale to measure behavioral responses to SMS advertising, the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioral responses to SMS advertising are tested. A convenience sampling method was employed. Survey questionnaires were distributed across Western Australia. The return yielded 203 usable questionnaires from the respondents. Several factors emerge as significant drivers of acceptance of SMS advertising including utility of SMS advertisements, context of SMS advertisements and attitudes to advertising in general. Contrary to expectation, control over SMS advertisements did not emerge as a significant driver for acceptance of SMS advertising. Trust in advertisers and laws did not emerge as a significant driver of the acceptance of SMS advertising among Australian respondents. Advertisers who pursue consumer acceptance should strive to build utility and context considerations into their SMS campaigns. Future research opportunities include testing the drivers of SMS advertising to further investigate the impact of control and trust on acceptance of SMS advertising in other countries where the SMS advertising has not been explored yet.

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