About this paper

Appears in:
Pages: 1029-1037
Publication year: 2010
ISBN: 978-84-613-5538-9
ISSN: 2340-1079

Conference name: 4th International Technology, Education and Development Conference
Dates: 8-10 March, 2010
Location: Valencia, Spain

U.S. CONSUMER ATTITUDES TOWARD AND ACCEPTANCE OF SMS MOBILE TEXT ADVERTISING

J. McDonald, J. Dahlberg

Canisius College (UNITED STATES)
Research conducted on short message service (SMS) text message advertising to US consumers is still in its infancy. So too, is its application in marketing communication efforts in the US. Because the adoption of mobile phone technology is far more advanced in Europe, Asia and Australia (Muk, 2007), there is more to learn about comparative attitudes toward the SMS ad in these cultural contexts.

An adapted survey from two previous studies (Bhattacherjee & Sanford, 2006; Merisavo, et al., 2007) was completed by 200 participants to measure attitudes toward SMS advertising. Results show US consumers’ attitudes toward SMS text ads are generally negative. However, when trusted brands offer SMS advertising, they show significant impact (p. <.001) with respect to usefulness, acceptance and involvement. The study also compares US consumer attitudes toward SMS text message advertising against previously published studies in other cultures, and draws conclusions about directions for SMS text advertising applications and efficacy.
keywords: sms, mobile, advertising.
@InProceedings{MCDONALD2010U.S,
author = {McDonald, J. and Dahlberg, J.},
title = {U.S. CONSUMER ATTITUDES TOWARD AND ACCEPTANCE OF SMS MOBILE TEXT ADVERTISING},
series = {4th International Technology, Education and Development Conference},
booktitle = {INTED2010 Proceedings},
isbn = {978-84-613-5538-9},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {8-10 March, 2010},
year = {2010},
pages = {1029-1037}}
TY - CONF
AU - J. McDonald AU - J. Dahlberg
TI - U.S. CONSUMER ATTITUDES TOWARD AND ACCEPTANCE OF SMS MOBILE TEXT ADVERTISING
SN - 978-84-613-5538-9/2340-1079
PY - 2010
Y1 - 8-10 March, 2010
CI - Valencia, Spain
JO - 4th International Technology, Education and Development Conference
JA - INTED2010 Proceedings
SP - 1029
EP - 1037
ER -
J. McDonald, J. Dahlberg (2010) U.S. CONSUMER ATTITUDES TOWARD AND ACCEPTANCE OF SMS MOBILE TEXT ADVERTISING, INTED2010 Proceedings, pp. 1029-1037.
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