A conceptual model of consumer attitudes towards SMS advertising
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This paper presents the theoretical applications relevant to a study on the drivers of consumer acceptance of SMS advertising. This paper applies common underlying theories such as the Technology Acceptance Model and Diffusion of Innovation Theory to the field of SMS advertising. Common marketing concepts and theories are also applied to each of the proposed constructs within the study, Utility, Context, Sacrifice, Control, Trust and Attitudes to Advertising in General. This paper then summarises the study in the form of a conceptual framework, presenting a model and proposed hypotheses to be tested.
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Jamieson, Kyle (2012)The rising market penetration of the mobile phone and rapid increase in wireless technology represent significant opportunities for advertisers to reach consumers. Mobile phone advertising has emerged as one of the fastest ...
Dix, S.; Phau, I.; Jamieson, K.; Shimul, A.; Phau, Ian (2015)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, ...
Dix, Stephen; Jamieson, Kyle; Phau, Ian (2011)This study aims to determine the drivers of consumer acceptance of SMS advertising in an Australian context. This replicates and extends the work of Merisavo et al.(2007) who conducted their study in Finland. The purpose ...