Consumers’ intentions to opt in to SMS advertising

Alexander Muk

127 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones. The appeal of using the mobile phone as an advertising medium is its accessibility because it can pinpoint the locations of mobile phone users. The results of the study provide preliminary evidence that consumers’ attitudes and beliefs do have significant positive relationships with intentions to opt in to the new medium. The theoretical model for the study is based on employing the theory of reasoned action as the underlying structure to operationalise the conceptual constructs proposed in the diffusion theory. The study identifies the potential of a new research domain in advertising, presents a conceptual framework for its examination and suggests the importance of constructs under study.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 1980Understanding Attitudes and Predicting Social Behavior 1978Social Learning Theory.1991Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior 1988The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research 1999Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs1 1985A Propositional Inventory for New Diffusion Research

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