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Sms Ads

In: Business and Management

Submitted By cjoylarosa
Words 45852
Pages 184
School of Marketing
Curtin Business School

Consumer Acceptance and Response to SMS Advertising

Kyle Jamieson

This thesis is presented for the degree of the
Master’s of Philosophy of Curtin University


March 2012

DECLARATION To the best of my knowledge and belief this thesis contains no material previously published by any other person except where due acknowledgement has been made. This thesis contains no material which has been accepted for the award of any other degree or diploma in any university.




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 growing advertising mediums in recent times, and this rise is being led by Short Message Service (SMS) advertising. Despite the growing number of worldwide companies adopting SMS advertising, very little is understood about consumer reactions to this medium. In particular, little academic research has been conducted on consumers’ acceptance of this medium and their behavioural responses to advertising messages.
In addition, researchers have thus far been unable to identify the impact of culture on acceptance and response to SMS advertising. This research aims to bridge the gap between academic knowledge and advertising practice by testing five potential drivers of consumer acceptance of
SMS advertising as well as the relationships between the acceptance of SMS advertising, intention to receive SMS advertising and behavioural responses to SMS advertising. This research is conducted cross-nationally by comparing Australian and South Korean consumers.

In order to test the hypotheses proposed in this study, a survey

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