A conceptual model of consumer attitudes towards SMS advertising

Dix, Steve; Jamieson, Kyle

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Access Status

Open access

Authors

Dix, Steve

Jamieson, Kyle

Date

2009

Type

Working Paper

Metadata

Show full item record

Citation

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

URI

http://hdl.handle.net/20.500.11937/36241

Collection

Curtin Research Publications

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.