Drivers of acceptance for SMS advertising

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.