View Item 

Drivers of acceptance for SMS advertising

Access Status
Open access
Authors
Dix, Steve
Jamieson, Kyle
Phau, Ian
Date
2011
Type
Conference Paper

Metadata
Show full item record
Citation
Dix, S. and Jamieson, K. and Phau, I. 2011.Drivers of acceptance for SMS advertising, in Kaynak, E. and Harcar (ed), 20th Annual World Business Congress, Jul 3-7 2011, pp. 322-326. Poznan, Poland: International Management Development Association.
Source Title
Advances in global management development
Source Conference
International Management Development Association Twentieth World Business Congress
ISBN
School
School of Marketing
URI
Collection
Abstract

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 of this research is to re-examine Merisavo et al.’s (2007) hypotheses within an Australian context and augment their work by testing for one additional driver (Attitude to Advertising in general) of consumer acceptance of SMS advertising. Results indicated that Attitude to Advertising in general was the strongest driver of consumer acceptance. Utility, Context and Sacrifice were also significant drivers of consumer acceptance of SMS advertising. Despite the importance of permission and privacy within the SMS advertising literature, the results did not find Control and Trust to be significant in influencing consumers acceptance of SMS advertising.