A conceptual model of consumer attitudes towards SMS advertising
Access Status
Open access
Authors
Dix, Steve
Jamieson, Kyle
Date
2009Type
Working Paper
Metadata
Show full item recordCitation
Dix, Steve and Jamieson, Kyle. 2009. A conceptual model of consumer attitudes towards SMS advertising, Marketing Insights, Curtin University of Technology, School of Marketing.
Faculty
Curtin Business School
School of Marketing
Collection
Abstract
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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